CatchThis Naming Company Blog
Tag Archives: Company Naming
As I write this, I’m mindful of my colleague Mark Skoultchi’s recent review of Kraft Mondelez, in which he so rightly pointed out that folks are way too quick to jump all over almost any big name launch. This phenomenon … More »
Naming is naming, right? Wrong. In fact, company naming and product naming differ significantly, from naming strategy and name development to the logistics of your name launch. Here are the top five ways they vary, and some tips for navigating … More »
Following the November sale of its namesake brand, Liz Claiborne has announced it will change its name to Fifth & Pacific, effective May 2012. The company—which retains the brands Kate Spade, Jack Spade, Lucky Brand, and Juicy Couture—proclaims on its … More »
I might be the last person on this planet with a fast internet connection and no Netflix account. And no, not even a trial membership (I’ve learned the hard way from many a magazine subscription — which seem to be … More »
In general I’m not a fan of initialisms in product and company naming. Unless they form real words (acronyms), they usually convey nothing at first blush and they make the customer work too hard. Of course, if you’re a world-renowned brand … More »
In my Creative Brief blog on June 23, I shared the importance of creating a naming brief before beginning any naming exercise. The creative brief helps keep the project on track by detailing directions on messaging, tonality, construction, and legal and … More »
The Name Game has stumped even the savviest brand experts. See if you can guess the famous company or product name described in each game below. 5 clues. 1 famous brand name. 0 shame in defeat. Game #9: Name That … More »
In my Naming by Numbers blog post of May 26, I shared the many roadblocks facing potential name candidates. To overcome these hurdles, an effective naming process requires the creation of an enormous pool of potential names — hundreds or even thousands … More »
The naming gurus here at Catchword were delighted to see a recent project come to fruition with the launch of North of Nine Communications, a Burson-Marsteller company specializing in PR for tech clients. They were a ton of fun to … More »
The Name Game has stumped even the savviest brand experts. See if you can guess the famous company or product name described in each game below. 5 clues. 1 famous brand name. 0 shame in defeat. Game #4: Name That … More »