CatchThis Blog / food names

Mark Skoultchi

July 23, 2008

Central coastal California is a heaven of fruits and vegetables in the summer. The Berkeley farmers’ markets showcase a kaleidoscope of luscious produce and a walk down the line will reveal some equally beautiful names. Many of the farm names have stories that are as organic as the vegetables, but they follow principles that are […]

Mark Skoultchi

In the fifties America was launching satellites into space and racing the Russians to the moon. High technology had come to the dinner table as well, and food branding took a cue from NASA. New food preservation technology inspired processed food products that were all about convenience and Swanson’s TV dinners were born. The sixties […]

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 […]

Mark Skoultchi

November 7, 2007

Just the other day I blogged about Chicken Poop lip moisturizer. Not more than 24 hours later I came across Alligator Poo hard candies. I guess we’re gonna have to update our list of client briefing questions. “Are there any words or ideas you would like us to definitely explore (e.g. Poo, poop, poopies, poopsies, […]

Mark Skoultchi

September 26, 2007

Need I say more? Ok, maybe just a few quick remarks since I rarely blog. And perhaps now my brand name development colleagues, my naming specialist friends, also in the business of naming products and services and developing taglines for companies, will cut me some slack. Spotted Dick. Mmmm. Spotted Dick. Can’t remember the last […]

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. […]