CatchThis Blog / food and beverage naming

Mark Skoultchi

July 15, 2008

The recently launched Safeway store brand CSD is marked by a distinctly generic name for its Sprite look-a-like: Ditto. Apparently the design firm responsible for this new brand name (we think we know who created this name, but will keep that info to ourselves to protect the innocent) didn’t think that this was too much […]

Mark Skoultchi

March 4, 2008

Chips are awesome. I love chips. Salty, crispy, with the fat fried right in. Rarely buy the baked variety, or anything reduced in fat. If I’m chippin’, I’m chunkin. That’s what I say. So you can just imagine my frustration when the entrance to the carb aisle at Kings was blocked by a sample table […]

Mark Skoultchi

December 17, 2007

As a naming consultant, I know coming up with new product names is hard. But still, I have to pick on a new one I saw advertised recently: Smart Taste (a new pasta product from Ronzoni). It’s not that the name is horrible; I’m sure plenty of people will still buy the product. It’s that […]

Maria Cypher

June 8, 2007

It seems we misnamed Atkins’ new Simply Good nutrition bars. Hey, it takes a big naming firm to admit that, okay? Yes, the product name conveys simple, wholesome, all-natural goodness in a nice, direct way. But having now sampled (and re-sampled) all three varieties, we clearly should have gone with Insanely Delicious. They really are. […]