How to use “negative” brand names to good effect

By Mark Skoultchi

April 8, 2019

How Brands Are Built podcast features Laurel Sutton 6/11/18At Catchword, if we had a nickel for every client who expressed concern about “bad” meanings associated with proposed brand names…well, we’d have a ton of nickels.

Keeping an eye out for potential hiccups when creating new brand names is not only natural—it’s critical. But it’s also important to know the difference between edgy-but-viable name ideas and serious red flags (like a name that’s too similar to a competitor’s…or means “tiny male genitals” in a relevant language…or forces you to explain the name away when your company wants to pivot or expand. …

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