Global Partners

Wherever you go, there we are.


Our strategic alliances with leading naming agencies such as Labbrand in China and Werner Brandl in Germany provide our clients with valuable global resources–without depleting their own. Whether it’s creative collaborations with France and Spain, or critical linguistic input from Switzerland and The Netherlands, our partnerships with like-minded naming agencies around the world allow us to provide our international clients with truly global creative and screening services.

Want to make sure that interesting but oddly coined word doesn’t mean something inappropriate in Shanghainese? Worried that maybe your final name candidate doesn’t deliver your desired associations in Argentine Spanish? Rest easy, friend, we’ve got you covered. Our global capabilities include linguistic expertise across North and South America, Europe, South East Asia, Australasia, Africa, and the Middle East. For a complete list of linguistic capabilities, please click here.

And, because Catchword clients have access to these services on an as-needed basis, they don’t have that nagging feeling that they are somehow indirectly funding their naming company’s latest architectural expenditure. Clients comment: We like this.

How to Create Great Product and Company Names.


Erin Milnes (A88) loves to create new words.

Not words to be added to the dictionary, but brand names for new products and companies.

Milnes is the creative director for Catchword Branding in Oakland, California. The company has named more than 1,000 products for hundreds of clients over the past two decades. Milnes has been creative director for two-and-a-half years.

Erin Milnes (A88) uses the language skills she acquired at St. John’s College in her work as creative director of Catchword Branding.

Milnes leans heavily on the language skills she acquired at St. John’s—translating Greek and studying French—as she creates new brand names for clients. She used those skills in previous jobs during her 25-year communications career, too.

“The translating we did (at St. John’s) gave rise to a higher level thinking about language,” she says.

Milnes works with businesses in every sector, from technology startups in nearby Silicon Valley to automotive, lifestyle and food and beverage companies. Catchword’s clients include Corning, Starbucks, Walgreens and Wells Fargo.

Companies often come to Catchword when they haven’t been able to create brand names on their own.

“A brand name is a very, very short story,” Milnes says. “It’s a handle, an avatar, a vessel for your audience’s relationship with you. It is a powerful tool that can resonate with (or turn off) the people you want to reach.”

Full story       Catchword's Erin Milnes profiled by St. John's College

Erin Milnes (A88) loves to create new words.

Not words to be added to the dictionary, but brand names for new products and companies.