CatchThis Blog / naming specialist

Erin Milnes

August 17, 2016

Originally published by naming expert Beth Gerber As any good naming specialist will tell you, successful product naming or company naming doesn’t begin with the creative process. It begins with the development of a successful naming strategy. And that involves asking questions, and lots of them. Here are five of the most important ones. 1. […]

Beth Gerber

December 20, 2013

As any good naming specialist will tell you, successful product naming or company naming doesn’t begin with the creative process. It begins with the development of a successful naming strategy. And that involves asking questions, and lots of them. Here are five of the most important ones. 1. What’s essential to the brand? Business plans […]

Mark Skoultchi

August 25, 2008

Many naming specialists cringe when they hear the words “consumer research.” This negative reaction isn’t because the idea of research is inherently bad. Instead, it’s because naming firms have seen the good, the bad, and the ugly when it comes to the execution of naming research. And, because many researchers don’t understand the nuances of […]

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 […]