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Catchword co-founder Laurel Sutton quoted in MarketPlace

Payal Jambusaria
October 19, 2018
Laurel Sutton, naming expert at Catchword
Laurel Sutton, a Catchword co-founder, was quoted in a MarketPlace article about the renaming of government agencies by the Trump Administration President Donald Trump, who created a business out of licensing his name, recently tried his hand at branding something...
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By |October 19th, 2018|CatchThis News, In-the-News|Comments Off on Catchword co-founder Laurel Sutton quoted in MarketPlace
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Does renaming SnapChat just “Snap” signal a mistake? The Snap Name Review

Alex Kelley
October 20, 2016
In advance of their IPO, Snapchat is lopping off the "chat" part of their name. Among certain circles, this happened a while ago. For years, teens could be found sitting on the floor of the mall chained to an outlet declaiming,...
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By |October 20th, 2016|Company Naming, Name Reviews|Comments Off on Does renaming SnapChat just “Snap” signal a mistake? The Snap Name Review
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When to Change Your Name Because of Current Events

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...
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By |March 9th, 2016|In-the-News|Comments Off on When to Change Your Name Because of Current Events
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A New ‘New Kind of Family:’ The Freeform Name Review

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...
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By |October 7th, 2015|Name Reviews|Comments Off on A New ‘New Kind of Family:’ The Freeform Name Review
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That Was Zen, This Is Now: The Gusto Name Review

Jed Rendleman
September 25, 2015
Get off your meditation cushion because Zen is out. Well, a small piece of it anyway. Last week, payroll startup ZenPayroll changed its name to Gusto as it plans to move beyond payroll, into benefits such as health insurance and...
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By |September 25th, 2015|Name Reviews|1 Comment
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Denali is Beautiful

Alex Kelley
September 1, 2015
President Obama officially reinstated Denali as the primary name for the highest peak in North America. In several Native Alaskan dialects, Denali means “the tall one” or “big mountain.” The people who have lived in its shadow for thousands of...
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By |September 1st, 2015|Catchword, In-the-News, Language Use|Comments Off on Denali is Beautiful
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Say again? The Strategy& Name Review

Mark Skoultchi
June 16, 2014
As a brand naming specialist who’s done product naming and company naming for hundreds of brands, it’s rare that a new brand name will surprise me. But when Booz & Company recently renamed itself Strategy& (as part of its acquisition...
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By |June 16th, 2014|Name Reviews|Comments Off on Say again? The Strategy& Name Review
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Time for a Name Change? 5 Reasons for Corporate Rebranding

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...
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By |November 15th, 2013|Brand Naming|Comments Off on Time for a Name Change? 5 Reasons for Corporate Rebranding
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Pooh-Pooh to PPR: The Kering Company Name Review

Beth Gerber
April 25, 2013
Quick: What do Gucci, Yves St. Laurent, Balenciaga, Puma and Bottega Venetta have in common? If you’ve been following the marketing news, you’ll know that they’re all subsidiaries of the French holding company formerly known as PPR (an initialism for...
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By |April 25th, 2013|Name Reviews|Comments Off on Pooh-Pooh to PPR: The Kering Company Name Review
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How to Rename Your Sweetheart: A Naming Guide

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...
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By |February 13th, 2013|Catchword, Fun Stuff, Naming Tips|Comments Off on How to Rename Your Sweetheart: A Naming Guide
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