July 24, 2019
Werner Brandl, a close naming partner of Catchword in Germany, wrote an interesting piece on the use of “smart” to characterize today’s intelligent home products. In particular, Brandl’s piece focuses on Google (including its Nest brand of home products) and considers the search giant’s communication shift away from “smart home” to “helpful home.” Here is […]
August 28, 2018
MarketingProfs, the online source for marketing news and education, recently published an article by Catchword partner Mark Skoultchi on five lessons we can learn from the brand naming of meal-kit delivery companies. Read on for the full story. Tasty Naming Lessons Delivered to You by Meal Kit Companies Meal kit delivery is relatively new, but the […]
January 31, 2017
If you are a sports fan, or have ever lived with one, you know that true fans don’t just know their players’ names, numbers, and stats. They live and die with them every season. But, as arena-naming rights continue to sell to the highest bidder—however ludicrous the result—fans are losing their connection to what once […]
September 30, 2015
This blog originally appeared on Brandchannel on 9/25/15 The past two years have seen a dramatic expansion of domain-name alternatives. Before the rollout of hundreds of generic top-level domains (gTLDs) that began in 2014, new businesses looking to secure a web address typically faced the gold-standard (but often expensive or unavailable) choice of .com or […]
August 10, 2015
This post originally appeared on MarketingProfs on 8/5/15 One of the hardest financial decisions you’ll face when naming or renaming a company or product is whether you should splurge for the exact .com domain name—and, if not, how you should adapt the URL so that it fits with your brand and allows consumers to easily […]
June 18, 2015
This blog was originally published on Successful Blog on June 12, 2015 In the US alone, 543,000 businesses start up each month. Whether those businesses are large corporations or just one guy selling T-shirts online, they all need a name. Most large companies can afford to hire a professional naming agency like us here at […]
March 25, 2015
This article originally appeared on MarketingProfs.com on March 18, 2015. See the original post here A good company name doesn’t have to tell customers exactly what you do. Names that hinge on a compelling narrative are often far more powerful. So approach your naming needs with the following tips in mind, and your brainstorming […]
July 25, 2014
I confess I grinned when I spotted Ewephoria among the artisanal cheeses at my local fancy schmancy grocery store. It’s a sweet Dutch Gouda made with sheep’s milk (of course, as the name cleverly conveys. But is the brand name a good strategic choice for this cheese? If you’re already sold on cheeses made from […]
July 3, 2014
As a naming specialist, I’m not a big fan of acronym brand names. Or initialisms either, for that matter. (For the record, an acronym is a word formed from the initial letter or letters of a series of words and pronounced as one word—think NASA. An initialism is formed in the same way, but the […]
June 16, 2014
As a brand naming specialist who’s done product naming and company naming for hundreds of brands, it’s rare that a new brand name will surprise me. But when Booz & Company recently renamed itself Strategy& (as part of its acquisition by by Pricewaterhouse Coopers)—well, that was a new one. You read it right: Strategy&. The […]