Naming is for the dogs

By Burt Alper

February 29, 2008

A friend of mine told me about a new fortified water for dogs. The name? “Fortifido”. Duh. Leaving behind the fact that someone actually took the time to create, and then brand, this stuff, I have to say I think the name is great. Distinctive, but relevant and fun. And I bet the .com domain name was free too.

Catchword has not (yet) had the opportunity to name any pet products. We did name Petopia, but that company has gone to the great dog-park in the sky.

Do dogs bark when they see brand names they like? Wouldn’t you just love to observe the market research around this name? “So what associations come to mind when you hear the name ‘fortifido’?”


A naming consultant’s new best friend.

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