CatchThis Blog / How To

Mark Skoultchi

May 24, 2012

At Catchword, we talk a lot about name creation, but you might also be curious about what happens after you end up with “The One.” Considering all the work that went into coming up with your names, you probably hope that the tough stuff is over. The answer is yes: the roughest part is over, […]


August 25, 2010

Sometimes, properly conducted focus group research can provide a useful data point when evaluating brand name candidates. On the other hand, ill-conceived research may torpedo your best ideas and lead you to a name that’s bland at best. So how do you know when a focus group is a good idea? And how do you […]


August 17, 2010

As naming specialists know all too well, creating a brand name that passes creative and strategic muster is only part of the naming process. The ultimate test is whether that name can pass legal muster, and is trademarkable. Catchword principal Mark Skoultchi walks you through the basic principles—and common pitfalls—of preliminary trademark screening. You’ll learn […]


August 10, 2010

When do you need an exact .com—and when can you get away without one? How do you go about finding a domain name? Or negotiating a purchase from another party? In this 6-minute video, Catchword principal and linguistics director Laurel Sutton answers these questions and others you probably haven’t thought of yet. She also shares […]


August 3, 2010

Not every company needs (or can afford) a naming company, and not all naming companies are created equal. In this 5-minute video, Catchword principal Mark Skoultchi discusses who should hire a naming company, and what to look for when evaluating one. He also talks about the steps in a typical naming process, the kinds of […]


July 27, 2010

From the completely fanciful to the highly descriptive, from numbers and acronyms to foreign languages and coined words: there are all kinds of brand names out there in the marketplace. And there’s a time and place for every one. In this 5-minute video, Catchword co-founder and executive creative director Maria Cypher explains the different types […]


July 20, 2010

Think you can vet a brand name destined for a foreign country simply by running it by someone you know who speaks the language fluently? Think again. It takes a lot more than that to assess whether a name will fly with non-English speaking audiences, and to spot potentially disastrous associations. In this 5-minute video […]


July 13, 2010

We’ve seen it time and again: evaluating name candidates for a new brand can be an emotional minefield. Idiosyncratic associations (“It reminds me of my Aunt Joan”), the comfort of the familiar over the distinctive, the opinions of colleagues or even family members—all can sabotage objective evaluation and blind companies to their best brand name […]


July 6, 2010

Ever wonder how the naming pros do it? Catchword takes you behind the curtain and shares some of the secrets to creating great product and company names. Today’s 5-minute video features Catchword co-founder and executive creative director Maria Cypher, who explains a variety of the techniques brand naming specialists use as part of their creative […]

Laurel Sutton

November 3, 2008

I let my boyfriend use my Clinique moisturizer. I have never thought to buy him a bottle of his own and I’m not sure he’d like it if I did. As liberated as we may be from traditional gender roles, it’s still difficult to sell American men on products they’re used to seeing in a […]

Create the Perfect Brand Name