The poet who doubles as a professional brand namer

By Michael Waters

July 15, 2020

The way Stevie Belchak sees it, naming a new company is a lot like writing a poem.

Belchak is a senior naming manager at Catchword, and she’s branded major products for clients like Johnson & Johnson, Microsoft, and Intel.

She’s also a poet. And she points out that poets are trained in the art of capturing an image with unique wordplay — exactly what you want in a good brand name.

Plus: Poetic devices like assonance are what make names like Sweetgreen and Fitbit pop. …

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