CatchThis Blog / brand strategy

Alex Kelley

September 16, 2015

This year, Uber and Airbnb launched magazines to further connect with their passengers, drivers, and guests. The idea isn’t new—though everyone’s favorite in-flight catalogue Skymall has been grounded due to bankruptcy, airline periodicals do reach a robust, affluent and literally captive audience, at least while the seat-belt sign is illuminated. Now, Uber and Airbnb are […]

Mark Skoultchi

February 4, 2013

You cannot separate brand naming from brand strategy. Apple’s Retina brand name stands out as a singular example of the potential of an integrated, long-term approach to brand building. With a simple name the company transformed a technical spec of little interest to consumers into an exclusive, must-have feature across its product lines. Here I’ll examine […]

Mark Skoultchi

April 15, 2009

As I read Amy Zipkin’s article in yesterday’s New York Times about the litany of formerly defunct brand names that have been re-introduced to the market, I kept noodling on the same question: is it easier to launch a new brand name or to reconfigure an old one? The naming consultant in me would like […]

Create the Perfect Brand Name