CatchThis Blog / umbrella name

Alex Kelley

August 13, 2015

It isn’t every day that a kid gets to name their parent, but this week Google announced a major restructuring whereupon Alphabet became the parent company of Google, Calico, Nest, Sidewalk, and Google’s investment companies. After the announcement, Slate el-em-en-oh-peed all over the name in their post affectionately titled “The Worst Name That Google Could […]

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 Pinault-Printemps-Redoute), which was recently renamed Kering (pronounced “caring”). The rename was triggered when the company […]

Laurel Sutton

March 14, 2012

Naming is naming, right? Wrong. In fact, company naming and product naming differ significantly, from naming strategy and name development to the logistics of your name launch. Here are the top five ways they vary, and some tips for navigating those differences. 1) A company name is an umbrella. A product name, a hat.  A […]

Maria Cypher

January 12, 2012

Following the November sale of its namesake brand, Liz Claiborne has announced it will change its name to Fifth & Pacific, effective May 2012. The company—which retains the brands Kate Spade, Jack Spade, Lucky Brand, and Juicy Couture—proclaims on its new website: Fifth & Pacific is the intersection of our intrinsically American brands. It is […]

Mark Skoultchi

October 13, 2011

Today marks day 27 of the movement known as Occupy Wall Street. Initially conceived by the Canadian group Adbusters as a modest protest on Wall Street (and heralded with the hashtag #OccupyWallStreet), it has morphed into a “people powered movement …. to end the monied corruption of our democracy.”  (Adbusters’ words.)  And despite being alternately […]

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