CatchThis Blog / rebranding

Erin Milnes

November 13, 2018

Higher education enrollment marketing services provider Campus Explorer has relaunched as Archer Education, a name developed by Catchword to highlight the company’s targeted approach. The company uses outcome-focused, predictive modeling to help schools pinpoint more of the right prospects. Catchword developed Archer to suggest this precision as well as the overarching, full-lifecycle package of services. Archer […]

Alex Kelley

August 3, 2017

Nothing like prospect of a recipe change to get brand loyalists all hot and bothered. Coke has rebranded Coke Zero to Coke Zero Sugar, promising that Coca Cola Zero Sugar will have an “even better unique blend of flavors” … and riled up they got. At first glance, the change can be a head scratcher. […]

Alex Kelley

May 18, 2017

In the tech world, if you don’t evolve, you fall behind. And when you fall too far behind, even the most up to date Mapquest directions won’t necesarily get you caught back up. (Just ask Jeeves. Or Yahoo.) About.com, founded at the peak of the .com boom, is re-routing to stave off a slow ride into the […]

Jed Rendleman

March 9, 2016

The gammadion cross is an ancient religious symbol that Hindus and Buddhists have considered sacred and auspicious since the second century B.C. A plus sign with its four legs bent at 90 degrees, the cross is known better by a different name–the swastika. With some pretty far-reaching marketing, Nazi Germany effectively destroyed any peaceful, auspicious associations with […]

Jed Rendleman

October 7, 2015

In the wake of a long bout of family brand therapy, they just decided to abandon the family. Yes, after 3,000 name candidates and 1,200 focus group testers, ABC Family has arrived at its new name – Freeform. ABC Family has come a long way. It first launched in 1961 as the Christian Broadcasting Network, […]

Jed Rendleman

July 16, 2015

“More and more technology needs to be invisible,” says Alastair Curtis, chief design officer of Logitech, “with that recognition, technology is becoming knitted into the everyday fabric of our lives, and it just felt natural to actually mirror that with our name.” It’s a compelling pitch for Logitech’s rebrand as Logi, which has already started […]

Alex Kelley

October 2, 2014

Sometimes when naming or renaming, companies have a tendency to revert to the safest option—using words, letters, suffixes, and formulas that are so tried and true they have no risk of provoking any negative reaction or confusion whatsoever among consumers. Of course, a name shouldn’t confuse or anger people, but a good linguistic screening will […]

Jed Rendleman

September 24, 2014

“The day the radio’s in trouble is the day you don’t want a friend. As long as you want a friend, you’re gonna love it.” This was Bob Pittman, CEO of iHeartMedia and former CEO of MTV Networks, AOL, and Six Flags Theme Parks. You may know iHeartMedia better by its recently defunct name, Clear […]

Mark Skoultchi

November 15, 2013

Naming a new company is hard enough. Renaming it can be downright painful. (And expensive: the corporate rebranding of Andersen Consulting as Accenture, for example, cost an estimated $100 million.) So it’s not a decision to be undertaken lightly. A company needs to weigh whatever equity and good will their existing brand name has already […]

Mark Skoultchi

August 6, 2013

We often talk about how our naming consultancy deliberately chose not to brand ourselves using a name that incorporated the word “name.” We knew that our industry was awash with those kinds of names, which tend to be flat and one-dimensional. Not only would we fail to distinguish ourselves, but we’d also be making it […]