Catchword co-founder Laurel Sutton explains the challenges of brand naming on WGLT

WGLT, the NPR affiliate from Illinois State University, recently interviewed Catchword co-founder Laurel Sutton for an episode about company naming for its Sound Ideas program.

“Starting a business is hard. … One of the hardest parts is picking a good name. And good doesn’t just mean catchy or clever.

“A good name means it’s both appropriate and available, said Laurel Sutton, senior strategist, linguist, and co-founder of Catchword, one of the most prominent naming agencies in the world.”

Read, or listen(!), to the full story here.