CatchThis Blog / naming guide

Erin Milnes

August 30, 2016

As you no doubt have noticed by now, Catchword’s got some new digs on the old interwebs. After a thorough redesign process, we are very proud to roll out the shinier, prettier, more powerful model! We believe the new site is the best in the company, product, and services naming biz and want to make sure […]

Alex Kelley

October 13, 2014

Anyone who has tried to name something will tell you, naming can be a battle, a chore, a quagmire, or all three. But here at Catchword, 16+ years in the industry has allowed us to develop a process that gets results, regardless of whatever trademark hurtles, subjective reactions, domain name requirements, indecision, and looming deadlines […]

Mark Skoultchi

February 13, 2013

We hope our piece on pet names through the ages has brought new inspiration and some old-fashioned class back to your pillow talk. But what if you’re just not satisfied with your significant other’s first name? Companies rename and rebrand themselves all the time. Using similar techniques, we’re confident you can do the same for […]

Laurel Sutton

April 21, 2011

Naming. Here at Catchword, we know it’s tough for our clients: Budget constraints, ever-changing deadlines, and fickle managerial whim all make it difficult to run a smooth marketing or branding project. Here are five essential things to know if you try it yourself. The more information you have, the better prepared you’ll be when it […]


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 […]

Create the Perfect Brand Name