CatchThis Blog / rebranding

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 […]

Mark Skoultchi

June 14, 2012

For almost a year I had sworn off Cablevision.  It was making me poor and I was watching .004% of the programming.  For reasons I won’t get into here, I am again a sucker, paying for shows I don’t watch and having to dip into my kids’ college fund to subsidize our idiocy. So now […]

Mark Skoultchi

June 16, 2011

Well then, what to make of this mess in New Jersey? Once upon a time there was a mall called Xanadu. Now, the dictionary says that Xanadu is a “…place of great beauty, luxury and contentment…” But ladies and gentlemen, what we have nine miles west of Manhattan is much further away from any version […]

Laurel Sutton

April 25, 2011

In the midst of the current financial wreckage, the big news is about a big buyout: the New York Stock Exchange is gonna get bought. At the moment it’s not clear who the new owners will be – the German exchange Deutsche Börse or the homegrown NASDAQ. And of course everyone is wondering about the […]

Laurel Sutton

March 3, 2011

Recently I was invited to speak at the CalFresh Forum in Sacramento, an event put on by the California Food Policy Advocates and the California Department of Social Services. I was part of a workshop focusing on the new brand: the overall goals and opportunities of branding practice, key messaging around the new CalFresh brand and opportunities to […]

Mark Skoultchi

December 21, 2010

There was news yesterday that HP has file for three new trademarks for mobile phones. This gives hope to the few loyal Palm fans that the Palm brand will live on under HP’s umbrella. The Palm brand might be loaded with baggage at this point, but the name has always been a favorite of mine. […]

Mark Skoultchi

July 8, 2010

A year ago the SciFi Channel changed its name to SyFy. The reaction was swift and negative. Everyone – from the press to the science fiction loving audience to the naming world – hated the new name. We here at Catchword thought it was a disastrous move. (Check out our snarky reviews here, here, here, […]

Laurel Sutton

April 16, 2010

Yet more press! The lovely and talented Ken Belson talked to me for a story he did in the New York Times about renaming sports franchises, sparked by Michael Jordan’s new majority ownership of the NBA Charlotte Bobcats. Here’s a sample: Either way, rebranding a team is a multiyear, multimillion-dollar process that Jordan figures could […]

Mark Skoultchi

May 21, 2009

Stephen Baird’s post on the DuetsBlog about renaming the Washington Redskins really hit home with me. I’m not a Native American, yet I am still offended that the team representing our nation’s capital employs such a derogatory name. What’s particularly puzzling about all this is that the city of Washington has already acknowledged that sports […]

Mark Skoultchi

May 18, 2009

I saw a short news blurb on the rebranding of GMAC Financial to Ally Bank (here’s the LA Times story). Normally, I’m not such a big fan of companies changing their names as a way to escape bad associations (see previous post on Blackwater changing to Xe), but in this case, I actually think it […]

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