View all insights

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.
Share

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

HappyAlcohol-FreeBeverage-Illustration

How a bevy of nonalcoholic brands is selling the new zero-proof lifestyle

Alcohol-free beverage brands have an interesting opportunity, and challenge these days. Catchword takes a look at the messaging and brand
01.31.2024
– Articles
AI naming roundup from Catchword

From ChatGPT to Perplexity: Why the names of AI chatbots matter

Our take on AI chatbot names and how they reflect our hope for, and fear of, AI
09.06.2023
– Name Roundups
Catchword review of Twitter rebrand as X
D-

Musk may be an X-man, but does he have brand strategy superpowers? Review of Twitter’s new identity

What IS happening?!
07.28.2023
– Articles, Name Reviews