We’ve seen it time and again: evaluating name candidates for a new brand can be an emotional minefield. Idiosyncratic associations (“It reminds me of my Aunt Joan”), the comfort of the familiar over the distinctive, the opinions of colleagues or even family members—all can sabotage objective evaluation and blind companies to their best brand name options. So how do you assess brand names in a way that makes sense? In the second video in Catchword’s how-to video series, Mark Skoultchi, Managing Director of Catchword New York, shares a a variety of objective criteria you can use to identify those name candidates most likely to help your brand stand out and succeed in the marketplace.