CatchThis Blog / naming firm

Mark Skoultchi

August 18, 2008

Linguistic and cultural appropriateness are important factors when launching a global brand. We all know about the Chevy Nova. Naming a car with a word which means “doesn’t go” in Spanish is probably not the best idea (although we’ll dispel this naming myth later.) But the point is valid: If you are launching a global […]

Mark Skoultchi

August 11, 2008

Everyone loves an epiphany. Unfortunately, expecting an epiphany from a naming process is usually a bad idea. It’s common to want to fall in love with a single name candidate that communicates all of your desired messages, that is legally available, and that has an available dot-com. But expecting this to happen on your first […]

Mark Skoultchi

August 4, 2008

Don’t be afraid to be BOLD. Distinguish yourself from your competitors; don’t imitate them. You think everyone felt comfortable with the name Virgin? Of course not. But it stood out and had a great story to tell. A name’s edginess can play to its advantage by signaling a brand that’s different and game changing. Embrace […]

Mark Skoultchi

July 28, 2008

Everyone thinks they need the exact dot-com URL for their company name. Some are right, but many are mistaken. Online consumer brands may well justify this prime internet real estate, because there’s no question that the average consumer will first try the exact dot-com domain. However, with the rise of deliberately misspelled company names, dot-net […]

Mark Skoultchi

July 21, 2008

You’ll always have multiple audiences for your product or company name. At the very least you have your customers and your internal staff (from CEO to Admin Assistant). And at the very most, you may have a diverse and multi-tiered customer base to consider, a board of directors, industry analysts, etc. But it’s crucial that […]

Mark Skoultchi

July 14, 2008

You should involve all key stakeholders from the very start of your naming project. Ask yourself, “Who has veto power?” Then include them on the naming project team. Even if it’s the CEO, do your best to include her/him in as many stages of the naming process as possible. We’ve heard it time and again: […]

Mark Skoultchi

July 7, 2008

Some people assume that all naming firms are basically the same. And, that evaluating any two naming firms is as simple as comparing one fresh apple to another. While similarities may exist, naming firms are not all created equal. And while budgets vary among firms, money shouldn’t be the only factor you consider when choosing […]

Mark Skoultchi

July 3, 2008

The Catchword folks are getting ready for our July 4th long holiday. (I’ll personally be camping on the Feather River for 3 sunny days.) Nothing says “mid-year” like July 4th. Or is it Independence Day? How peculiar that the holiday is often referred to by its date instead of its given name. Upon doing a […]

Mark Skoultchi

June 30, 2008

You didn’t create your product or company overnight; so don’t expect to name it overnight either. Naming is a process that works best when ample time is spent exploring the vast creative possibilities. Plan ahead and allocate up to six weeks for a full naming process. The more time you allow, the more time your […]

Mark Skoultchi

June 23, 2008

Catchword has been in the naming business for ten years, and its founders even longer than that! Consequently, Catchword has accumulated a wealth of experience about the right and wrong ways to conduct a naming project. We know it’s tough for our clients: Budget constraints, ever-changing deadlines, and fickle managerial whim all make it difficult […]