13 secrets of professional naming consultants

… “The notion that namers are hippies and poets jotting down names on cocktail napkins couldn’t be farther from the truth,” says Mark Skoultchi, a partner at Catchword, the agency that named the Fitbit Flex and Force and Starbucks’s Refreshers line….
By Shaunacy Ferro
July 19, 2017
Mental Floss

Share

Catchword's Mark Skoultchi on professional naming

When it comes to companies and products, names matter. A slick name makes a company sound trendy and cool, while a terrible name can have customers running into the arms of the competition. Unsurprisingly, many companies take the process very seriously, hiring outside naming consultants who either work within creative agencies or at agencies devoted entirely to naming. We got a few to give us the scoop on how their job really works.

1. IT’S NOT JUST A CREATIVE TASK.

“The notion that namers are hippies and poets jotting down names on cocktail napkins couldn’t be farther from the truth,” says Mark Skoultchi, a partner at Catchword, the agency that named the Fitbit Flex and Force and Starbucks’s Refreshers line….

Full story

…  “The notion that namers are hippies and poets jotting down names on cocktail napkins couldn’t be farther from the truth,” says Mark Skoultchi, a partner at Catchword, the agency that named the Fitbit Flex and Force and Starbucks’s Refreshers line….

RELATED NEWS

How do you make your brand memorable and trustworthy? Save yourself time, money, and headaches by creating a brand book.
05.07.2025
When you need a professional naming agency and how to choose one
04.04.2025
What do expert namers think of the proliferation of "Deep" names? Catchword's take in The Washington Post
02.18.2025