10 Reasons to Choose Catchword

Catchword is a trusted leader in naming, with two decades of experience creating memorable and impactful names for clients worldwide. Our value proposition is, quite simply: the best names, delivered by the most experienced professionals.

But what specifically sets Catchword apart? Glad you asked. Here are 10 things:

1. A proven process for creating stand-out names. Despite landmines such as trademark and domain-name clearance, linguistic appropriateness, multiple decision-makers, and human subjectivity, our process—honed over many years—delivers creative, strategic, and ownable names.

2. Decades (and decades) of naming experience. Founded in 1998, we got our start in the earliest days of the industry, and we’ve since helped to establish some of its best practices. Our partners average over 20 years, and collectively, our team approaches a full century of experience.

3. More names than you ever thought possible. For a full project, we typically develop thousands of names, exploring directions, constructions, and languages you had no idea would be so compelling, while significantly upping the odds that you’ll have a great name (or three) standing after full legal clearance.

4. Ability to work successfully with all types of clients, from titans like Intel, McDonald’s, and VW to startups, mid-sized companies, VCs, and nonprofits. This means we’re as comfortable briefing with global teams as we are meeting with a single entrepreneur in temporary office space.

5. Trademark expertise. Let’s face it, you probably wouldn’t be calling us if trademark availability were a walk in the park. You need someone with extensive practical experience in global trademark issues, the ability to steer creative away from overcrowded semantic areas, and a network of trademark professionals for prescreening and full searches.

6. Creative versatility. Our name styles span the spectrum, from descriptive to abstract, playful to professional. We’d never be so diva as to say we only use real words, or that the letter Q is passé. Our work is finely tuned to each company’s culture, market space, strategic objectives, and legal and global realities.

7. Flexibility to scale up or down. We recognize that client needs and timelines vary, and we’ll work with you to determine the best process for your project. This can range from a burst of creative for an early market research initiative, to a robust process that includes naming strategy, multiple creative rounds and presentations, and validation.

8. Strategic thinking that reflects deep market understanding. For us, naming isn’t just about creativity. It’s a critical business exercise involving a company’s most important assets. Our names don’t just sound cool; they solve important business challenges and address vital market needs.

9. Communication. We’re not the black-box type. In order to name your company or product, we’ll need to get to know you—and your culture, competition, personal preferences, and more. We’ll respond to your questions and concerns promptly, and we’ll guide you through what can be a challenging process with clear, efficient communication.

10. Naming is our everything. It isn’t a loss leader that we throw in to attract clients to pricier brand offerings. It’s what we do and what we love. And that’s more than enough. Having an exclusive focus on naming—and with it, trademark, domain, linguistics, strategy, and research—makes us the very best at it.

Catchword Top Naming Agency 2017

How to Work with a Naming Company

Latest Name Review

Tapestry logo

Fashion powerhouse Coach surprised the world by announcing that its parent company — which recently acquired Kate Spade and Stuart Weitzman — will be changing its name to Tapestry.

Nary a name change escapes lampooning on Twitter, and after the requisite ridicule, Chief Executive Victor Luis quickly clarified that the Coach brand will not be changing; the company is merely creating a new corporate identity for its collection of brands.

In this case, I think Coach made absolutely the right decision.

from www.coach.com

Tapestry has a spot-on message — bringing us to fabric, fashion, and a kind of a collection or assortment, which speaks directly to its nature as a parent company of many brands (much like Google’s parent, Alphabet). Tapestry is soft and supple, yet balanced by the weight it carries from the T in Tap and the fact that it is three syllables long.

And perhaps thanks to Carole King and a healthy metaphorical use of the word in our lexicon, Tapestry feels classical, not outdated — it evokes a historical authenticity, like the Coach brand itself.

The company expresses its rationale for the change this way: “The name Tapestry reflects our core values of optimism, inclusivity, and innovation and speaks to creativity, craftsmanship, and authenticity on a shared platform” (from its FAQ for investors). I don’t particularly get optimism, or innovation (weaving is an ancient art form), but the other traits come across well.

The name and choice to create it also succeed from a naming architecture standpoint. Firstly, I think there is great value in keeping the Coach product brand on the same plane as the new acquisitions. Coach is known for bags. The creation of a separate parent entity allows the Coach brand to remain clearly associated with what it does best. Equally so, it allows the other brands to better keep their autonomy — which is important when your magic derives from what is portrayed as a single entity or even single designer’s vision. (Just ask fans of Pixar after Disney bought it.)

Secondly, when acquiring brands or spinning out many complementary products — as Tapestry’s strategy seems to be — it can get confusing if you don’t establish a clear system. The name Tapestry allows them to move forward with a, well, tapestry of acquisitions and new brands without confusion or conflict. Heck, they can now even acquire other brands that primarily do bags, which would have been weird had the umbrella company remained Coach.

Fashion powerhouse Coach surprised the world by announcing that its parent company — which recently acquired Kate Spade and Stuart Weitzman — will be changing its name to Tapestry. … In this case, I think Coach made absolutely the right decision.

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