CatchThis Blog / naming


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 […]

Laurel Sutton

January 6, 2010

(A version of this article appeared recently at Marketing Profs.) Like the internet phenoms they trumpeted, internet company names of the last decade have been, by turns, wildly inventive, deeply troubled, breathtakingly silly, serviceable (if dull)—and occasionally, brilliant. As a bicoastal naming company that’s christened more than our share of internet phenoms, Catchword looked back […]

Mark Skoultchi

May 4, 2009

I spoke with a reporter from the Dallas Morning News last week. He wrote a fantastic column (no longer in the archives, unfortunately) on the surge of marketing directed at combating the swine flu pandemic. There’s a quote from me about resisting the temptation to be trendy. Naming consultants above all need to be wary […]

Mark Skoultchi

April 27, 2009

I was interviewed recently for a piece on how language can impact political dialog. The article (“The Semiotics of Conflict”) questions whether the term “apartheid” can be used to describe the situation in Israel vis-a-vis the treatment of Palestinians. I was impressed by the author’s ability to address the question without necessarily taking a side […]

Maria Cypher

March 31, 2009

Pronunciation is very important to us here at Catchword.  That’s why we would like to share this with you: the excellent folks at Daily Writing Tips have weighed in on the question that’s on everyone’s mind, Should you pronounce the “h” in “-wh-“ words like whistle, whiz, and overwhelm? DWT’s balanced response is very much […]

Mark Skoultchi

March 25, 2009

Sorry, I just can’t leave this one alone. I started thinking about the Syfy name change and realized that there are quite a few other channels that could benefit from a new name. Because I’m such a nice guy, I’m going to publish the solutions here. Apologies to Landor — I hope I’m not hurting […]

Mark Skoultchi

March 3, 2009

I love Mental Floss — Everyone should read it. They ran a fun naming piece yesterday on the origins of eight high-tech brand names. The brand names origins they illuminate include: TiVo, Bluetooth, Hulu, Blackberry, Wii, Wikipedia, Asus (um, what?), and Prius. The post is a fun one, giving origin stories that savvy name aficionados […]

Laurel Sutton

February 17, 2009

The announcement was so made so quietly that one might even call it stealthy – or perhaps covert. Over the long Presidents’ Day weekend, when people were distracted, busy with Valentine’s Day, and generally thinking about whether they would have jobs to come back to, the military contractor Blackwater officially changed its name to Xe. […]

Mark Skoultchi

February 9, 2009

Just read this article on how marketers do a poor job of marketing Marketing. Very interesting perspective. The simple, but brilliant point that Marketing is neither a science nor a profession helps explain the frequent (and often unfair) criticism of the discipline (although one could argue that Marketing is becoming both a science and a […]

Burt Alper

January 9, 2009

Catchword had tons of fun creating Leapfrog’s recent product names. It just might be possible, however, that we had even more fun giving the Leapfrog educational gaming toys as gifts this holiday season. I gave Leapfrog gifts to three youngsters in my life. My niece had asked for a PSP or Nintendo DS for Christmas. […]