CatchThis Blog / tonality

Beth Gerber

March 21, 2013

Let’s say you’re naming your company or a new product or service. You’ve hired a naming agency—or have done the name creation in house. The creative exploration is over, and you have a variety of options to choose from. Great. Now comes the hardest part. Before selecting those names that you send to your attorneys […]

Maria Cypher

July 21, 2011

In my Creative Brief blog on June 23, I shared the importance of creating a naming brief before beginning any naming exercise.  The creative brief helps keep the project on track by detailing directions on messaging, tonality, construction, and legal and domain requirements. Once our creative brief has been approved by key stakeholders, we are ready […]

Maria Cypher

June 23, 2011

In my Naming by Numbers blog post of May 26, I shared the many roadblocks facing potential name candidates. To overcome these hurdles, an effective naming process requires the creation of an enormous pool of potential names — hundreds or even thousands of names. This concept of “quantitative creativity” is essential to ensuring that great names are […]