CatchThis Blog / Mark Skoultchi

Mark Skoultchi

May 13, 2014

Used to be if you were looking to register a domain name, .com or .org were the way to go. But if you’ve been following the domain name news from the Internet Corporation for Assigned Names and Numbers (ICANN), you know that over 1,000 new global top-level domains (gTLDs) have been approved recently: at a […]

Mark Skoultchi

April 18, 2014

As naming consultants we often distinguish between two common categories of brand naming, descriptive naming and suggestive naming. The first type of name makes it pretty clear what the product or company in question is all about. (Toys R Us, Raisin Bran, PlayStation, Vitaminwater, General Motors are all descriptive names.) The second type suggests the […]

Mark Skoultchi

April 1, 2014

When product or company naming, I can’t tell you how many times a client will ask us for a brand name that’s as short as possible. One or two syllables. Six letters or less. Whatever. And while occasionally there are circumstances where brevity might be called for (unusual packaging constraints, for instance), sometimes (in fact, […]

Mark Skoultchi

February 18, 2014

A dish by any other name may taste as good (or bad), but when it comes to getting people to actually buy it and eat it—well that’s where expert product naming comes in. And in the realm of food naming, frequently the less descriptive and more opaque, the better. Through sleight-of-hand product naming, savvy marketers […]

Mark Skoultchi

January 30, 2014

Pharmaceutical naming is crazy hard. Just ask me: I’ve done it a few times, and it was enough to temporarily kill my enthusiasm for language. Between an insanely crowded space, the lengthy approval process, and FDA proscriptions and restrictions, it’s a wonder that any pronounceable, halfway euphonic drug names get approved. (Any meaning at all […]

Mark Skoultchi

January 7, 2014

Today Agilent unveiled the name for the electronic measurement company it will spin off later this year, and it’s one of ours: Keysight Technologies. Naming a company spinoff like this is always an interesting challenge for us. In addition to the usual naming considerations (such as fit to brand, memorability, etc.) we typically want the […]

Mark Skoultchi

November 15, 2013

Naming a new company is hard enough. Renaming it can be downright painful. (And expensive: the corporate rebranding of Andersen Consulting as Accenture, for example, cost an estimated $100 million.) So it’s not a decision to be undertaken lightly. A company needs to weigh whatever equity and good will their existing brand name has already […]

Mark Skoultchi

October 22, 2013

Apple surprised the tech world today by naming its new tablet the iPad Air. This gutsy naming choice pulls from the company’s established naming lexicon while emphasizing the product’s main selling point: its thin and light design. However, there are some risks to this naming strategy. It’s a great short-term solution that will work long-term only as part of […]

Mark Skoultchi

Cheetah, Puma, Jaguar, Panther, Tiger, Leopard, Snow Leopard, Lion, Mountain Lion … It was only a matter of time before Apple would run out of fearsome cats to name successive versions of its OS X operating system. And then what? Apple answered that question today with its newly launched Mavericks, otherwise known as OS X 10.9, […]

Mark Skoultchi

October 16, 2013

The fast food industry always has some crazy promotion going on, some way of grabbing eyeballs, luring taste buds, and hopefully wallets into their doors. Yes, you might call these gimmicks, cheap tricks at turning profits, but behold the success of the Doritos-laced Locos Tacos at Taco Bell. Sometimes even the most loyal of customers […]