When Longer is Better: Using Phrases in Brand Naming

When product or company naming, I can't tell you how many times a client will ask us for a brand name that's as short as possible. One or two syllables. Six letters or less. Whatever. And while occasionally there are...
By |April 1st, 2014|Catchword|Comments Off on When Longer is Better: Using Phrases in Brand Naming

Yes & No: Fifth & Pacific Company Name Review

Following the November sale of its namesake brand, Liz Claiborne has announced it will change its name to Fifth & Pacific, effective May 2012. The company—which retains the brands Kate Spade, Jack Spade, Lucky Brand, and Juicy Couture—proclaims on its...
By |January 12th, 2012|Name Reviews|Comments Off on Yes & No: Fifth & Pacific Company Name Review

Going *Really* Green: The Nissan Leaf

Even though it was unveiled back in 2009, the Nissan Leaf is only now appearing in commercials and on billboards near you. It seats 5 adults and has a range of about 100 miles, goes up to 90 mph (really?),...
By |May 5th, 2011|Brand Naming, Catchword, In-the-News, Product Naming|Comments Off on Going *Really* Green: The Nissan Leaf

Good Names Never Die: Kijiji Lives Again in West Oakland

Once upon a time, Catchword named a company Kijiji. It was a non-US version of Craigslist, part of eBay, and the name was supposed to be globally neutral: from everywhere and nowhere. The name we came up with, Kijiji, is...
By |April 14th, 2011|Brand Naming, Catchword, Fun Stuff|1 Comment

Girdle Revival: The Foundations of Good Brand Naming

If you ever asked me for evidence of how far good brand naming can take a company, my Exhibit A would be Spanx. For those of you who live under a rock or aren’t women (or both), Spanx is the...
By |March 31st, 2011|Brand Naming, Product Naming|1 Comment

I Cannot Lie: Levi’s and Old Navy Got Back

This item was originally published on October 11th, 2010 at Fast Company. Let me start this blog with a gratuitously sexy play on words: In apparel marketing, asses are hot right now. Lacking any actual product innovations for the fall,...
By |October 13th, 2010|Catchword|Comments Off on I Cannot Lie: Levi’s and Old Navy Got Back

Pita Bread Pants: When Branding Goes Too Far

I was screening names on Google and stumbled upon these pants at Target.com. Pita Bread pants? What do you wear them with, a hummus top? (Ba dum bum!)
By |February 9th, 2010|Brand Naming, Product Naming|Comments Off on Pita Bread Pants: When Branding Goes Too Far

Suede: Retail Store Naming

I have a twin sister. Debbi. There she is in the photo! She loves clothes. So much so that she opened her own clothing store. Figuring she wouldn’t have much personal use for men’s suits and ties, she opened a...
By |November 6th, 2008|Brand Naming, Branding, Catchword|2 Comments

Crazy8 Field Trip

On Thursday The Catchword team got a chance to go see an example of our corporate branding services in action. We piled into our Creative Director's soccer-mom-mobile and headed to the Southland Mall in lovely Hayward, California. Once there, we...
By |October 8th, 2007|Brand Naming|Comments Off on Crazy8 Field Trip

Coming soon from Gymboree!

  We'll hold off on talking about it for now. But isn't that a cool logo?
By |June 13th, 2007|Brand Naming, In-the-News|Comments Off on Coming soon from Gymboree!