The way Stevie Belchak sees it, naming a new company is a lot like writing a poem.
Belchak is a senior naming manager at Catchword, and she’s branded major products for clients like Johnson & Johnson, Microsoft, and Intel.
She’s also a poet. And she points out that poets are trained in the art of capturing an image with unique wordplay — exactly what you want in a good brand name.
Plus: Poetic devices like assonance are what make names like Sweetgreen and Fitbit pop. …
