How to use “negative” brand names to good effect – How Brands Are Built guest post

This week, Catchword's own Mark Skoultchi explores how a word's negative baggage can actually help a brand name carry more weight with its target audience.

April 10, 2019
By Erin Milnes

How Brands Are Built is a practical and tactical blog and podcast, invaluable for branding professionals and anyone interested in the nuts and bolts of branding.

This week, Catchword’s own Mark Skoultchi explores how a word’s negative baggage can actually help a brand name carry more weight with its target audience.

RELATED INSIGHTS

Our obsession with this d-word is only growing

What do expert namers think of the proliferation of "Deep" names? Catchword's take in The Washington Post

02.18.2025

– Trends & Analysis, Media Coverage

Dell’s new PC names are boring—and a smart move

Fast Company tapped the Catchword team to evaluate Dell's new brand architecture. Spoiler: great strategy, meh naming

01.09.2025

– Trends & Analysis, Media Coverage

ICA Member Profile: Maria Cypher

Maria is Co-Founder & Creative Director of Catchword Branding and has personally created hundreds of brand names, including Asana, Upwork, Vudu, and

11.25.2024

– Media Coverage

West

3645 Grand Avenue, Suite 206 Oakland, CA 94610

East

260 Madison Avenue
New York, NY 10016

West

3645 Grand Avenue, Suite 206
Oakland, CA 94610

East

260 Madison Avenue
New York, NY 10016

Subscribe to CatchThis™

Our newsletter of naming and branding insights, tips & guides, name reviews, news, and more