CatchThis Blog / Mark Skoultchi

Mark Skoultchi

August 29, 2013

TiVo’s back. No, really. The company that turned an unproven value proposition—prerecording TV shows—into a brand behemoth announced its first major release in 3+ years. TiVo, (un)originally named Teleworld, shipped its first DVR box in March 1999. It used the power of brand to sell its product as a distinct experience, differentiating itself through an […]

Mark Skoultchi

August 15, 2013

Brand names are part of the language. As such, they are living, growing, evolving things. Language changes over time, with new words arising and meanings shifting. Brand names, as part of the language, follow many of the same patterns. This interplay of linguistics and marketing creates both challenges and opportunities. “Os” Means Breakfast If I […]

Mark Skoultchi

August 12, 2013

Several people have asked me, “Hey, have you read that novel with Eunice Park as one of the main characters?” And yes, while it’s strange to see my name in a post-apocalyptic satire, my name is kind of common – if you happen to be a Korean-American female. A quick Facebook search turns up at least […]

Mark Skoultchi

August 6, 2013

As basic and universal as it is, something about poop makes us squeamish. And we get it: it’s of unpredictable quantity and quality and unquestionably dirty. For as long we could remember, poo taboos were drilled into our heads: thou shalt not touch it, sniff it, or even look at it too long. It’s whisked […]

Mark Skoultchi

We often talk about how our naming consultancy deliberately chose not to brand ourselves using a name that incorporated the word “name.” We knew that our industry was awash with those kinds of names, which tend to be flat and one-dimensional. Not only would we fail to distinguish ourselves, but we’d also be making it […]

Mark Skoultchi

June 19, 2013

If our naming firm had a penny for every time a client worried about “bad” meanings associated with a proposed brand name…well, we’d have a lot of pennies. Looking for potential snags when creating names is not only human—it’s important. But it’s also important to be able to distinguish between edgy yet perfectly viable brand […]

Mark Skoultchi

June 13, 2013

In 1970, an organic chemist named John E. Franz was working at Monsanto when he and his team made a remarkable discovery: that synthesizing N-(phosphonomethyl) glycine produced glyphosate, a systemic herbicide that had the potential to rule them all. In 1974, the herbicide hit the market as “Roundup”, and since then the chemical has become […]

Mark Skoultchi

These days we’re all about “izing”—prioritizing, maximizing, optimizing. We want to make the most of what little time we have, and we’ve all turned into skilled (or not-so-skilled) jugglers of tasks and activities.  We have too many balls in the air and not enough hands (say, for eating or blow-drying hair). Thus, hassled multi-taskers were […]

Mark Skoultchi

June 10, 2013

Pharmaceutical companies have long hunted for the “female Viagra,” tempted by the untapped profit potential of sexually unfulfilled women. According to the American Medical Association, 43 percent of women have a low sexual drive. Early attempts at “pink Viagra” included nasal sprays and testosterone patches, which largely failed because they didn’t address the psychological and […]

Mark Skoultchi

May 30, 2013

So ING U.S., the American retirement, investment and insurance arm of the Dutch multinational ING Group, is breaking free of its parent company and getting a brand makeover. Besides losing the iconic ING lion in favor of a simpler, all-type logo, the now-independent U.S. company is also renaming itself Voya Financial as of sometime in […]