CatchThis Blog / Brand Architecture

Alex Kelley

December 3, 2015

Many companies offer tiers of products for the customers, but creating a coherent product naming scheme for the various tiers is difficult. The names of a hierarchical product line have to be distinct so as not to be confused, and yet part of an intuitive family so they appear obviously linked to the same product […]

Jed Rendleman

October 8, 2014

As soon as you hear the ukulele, you know the glockenspiel is coming. Young, flannel-clad friends carry knapsacks through a sun-drenched meadow. We soon find them drinking soda from green cans in an impromptu tent beneath shady trees. Animated boutiquey text boasts the lack of high fructose corn syrup and 30% fewer calories. Laughter and […]

Jed Rendleman

September 24, 2014

“The day the radio’s in trouble is the day you don’t want a friend. As long as you want a friend, you’re gonna love it.” This was Bob Pittman, CEO of iHeartMedia and former CEO of MTV Networks, AOL, and Six Flags Theme Parks. You may know iHeartMedia better by its recently defunct name, Clear […]

Alex Kelley

October 30, 2013

The latest airline to offer extreme luxury seating is JetBlue, and they have christened their new sub-brand “Mint.” You know, mint as in pristine, mint as in the sharp, crisp flavor of toothpaste, mint as in what the housekeepers leave on your hotel pillow, mint as in what you need to own to afford the […]

Leena Mehta

February 23, 2012

When I first saw the article, Malt-O-Meal Changes Name to MOM Brands to Reflect Growth, my first impression was of the familiar, comforting Malt-O-Meal box now saying something like MOM Cereal instead. Would the imagery change as well? Would packages feature a generic representation of a mom – like the stereotypical characters, Aunt Jemima, Colonel Sanders, […]