From the completely fanciful to the highly descriptive, from numbers and acronyms to foreign languages and coined words: there are all kinds of brand names out there in the marketplace. And there’s a time and place for every one. In this 5-minute video, Catchword co-founder and executive creative director Maria Cypher explains the different types of naming strategies that companies employ when developing brand names. And she talks about when certain types of brand name strategies might make more sense than others. Whether you’re creating a brand yourself or just curious about how naming works, it’s interesting stuff.