Going With the Flow: The Hello Flo Name Review

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Given our culture’s ambivalence towards female sexuality, creating brand names for menstrual products poses a conundrum for U.S. marketers, provoking either squeamishness or bravado. Witness some of their names, which either attempt to sanitize their prosaic offerings (StayfreeDry Max, RepHresh...
By |August 1st, 2013|Name Reviews|Comments Off on Going With the Flow: The Hello Flo Name Review

Rebranding the NYSE: Laurel Sutton on CNBC

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In the midst of the current financial wreckage, the big news is about a big buyout: the New York Stock Exchange is gonna get bought. At the moment it's not clear who the new owners will be - the German...
By |April 25th, 2011|Brand Naming, Catchword, In-the-News|Comments Off on Rebranding the NYSE: Laurel Sutton on CNBC

Dagnabbit is Not an Adjective: Progressive Fails on Language Use

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Today's lesson is about language use, and more specifically, how to use a swear word correctly. I am usually a fan of Progressive's commercials, starring the ever-cheerful Flo; they're short and funny, and while I don't believe for a second...
By |December 7th, 2010|Featured, Fun Stuff, Language Use|10 Comments

I Can’t Get With That: Renaming the Kia Soul

This item was originally published on July 30th, 2010 at Fast Company. I love those Kia hamsters. The first commercial showed a trio of hammies tooling around in their Kia Soul while the rest of the world ran in stationary...
By |August 4th, 2010|Branding, Product Naming|Comments Off on I Can’t Get With That: Renaming the Kia Soul

Microsoft’s New Tagline “Be What’s Next”: Er, I don’t think so

A tagline is a tricky little beast. It needs to get right to the heart of the brand  and do so in a way that's intuitive, memorable and absolutely pitch perfect. In very few words. (Like Fed Ex's old "When...
By |July 30th, 2010|Branding|Comments Off on Microsoft’s New Tagline “Be What’s Next”: Er, I don’t think so

Imitation: The Sincerest Form of Flattery? Or Just Lame Copycatting?

Have you seen Burger King's new commercial? The one where they blatantly admit to copying McDonalds? Here, watch: I almost didn't believe that this was a real Burger King commercial. I thought maybe McDonald's was lampooning BK. But no, it...
By |April 8th, 2010|Branding, Fun Stuff|Comments Off on Imitation: The Sincerest Form of Flattery? Or Just Lame Copycatting?

The X-Rated Valentine’s List: Catchword’s Best/Worst Adult Toy Store Names

Some say it with flowers. Others, with chocolates. And then there are those who prefer more stimulating tokens of their affection. So in the holiday vibe, this Valentine’s Day the brand naming specialists at Catchword decided to take a look...
By |February 12th, 2010|Brand Naming, Fun Stuff, Language Use|4 Comments

“But some IKEA fans were outraged”: Changing fonts is a tricky business

Via the AP at SFGate: 08-30) 12:25 PDT STOCKHOLM, (AP) -- Ikea, the Swedish furniture chain, said Sunday it never expected such a backlash after switching typeface in its latest catalog. The company's decision to make its first such font...
By |August 31st, 2009|Branding, Fun Stuff, In-the-News|1 Comment

SyFy: Awful Name, Awesome Ad Campaign

As we here at Catchword have pointed out numerous times (here, here, here, and here) we can't stand the new SyFy brand name. However, we are willing to give credit where credit is due. The SyFy name officially belly-flopped onto the...
By |July 8th, 2009|Brand Naming, Branding|2 Comments

How do you say chocolate in India?

It turns out that it’s not as simple as translating your product branding into the language of the place where you’re going to sell the thing. A recent study published in the Journal of Consumer Research tested the effectiveness of...
By |September 29th, 2008|Brand Naming, Branding, In-the-News, Product Naming|Comments Off on How do you say chocolate in India?