CatchThis Blog / metaphors

Jed Rendleman

November 12, 2014

When was the last time you had an argument about a factual topic? Like who coached the Bulls in 1997 or why the sky is blue? The gradual advance of the Internet into every arena of our lives has made these conversations, and the knowledge itself, obsolete. But what about when your 8-year-old son asks […]

Beth Gerber

May 16, 2013

Naming your new company or product in-house? Fasten your seat belts. While we’d all love to believe the cocktail napkin or Scrabble tiles myth about name creation, great brand names are usually born out of a lengthy, sweaty process of careful strategizing, plodding research, methodical creative exploration, and oh yes, inspiration. So for all the […]

Laurel Sutton

May 23, 2012

This blog originally appeared as an article by Elizabeth Sile at the American Express OPEN Forum website. Shakespeare once asked, “What’s in a name?” Though he was writing about roses in Romeo and Juliet, it’s a question that should be in the heads of anyone brainstorming business name ideas. A name is your business’ first impression […]

Maria Cypher

July 21, 2011

In my Creative Brief blog on June 23, I shared the importance of creating a naming brief before beginning any naming exercise.  The creative brief helps keep the project on track by detailing directions on messaging, tonality, construction, and legal and domain requirements. Once our creative brief has been approved by key stakeholders, we are ready […]