Product & Service Naming

Product naming encompasses much more than products. It’s about services, concepts, ingredients, product lines and families, platforms, and solution suites across industries. We ensure a name not only expresses the essence of the product or service, but also fits in any existing product family. Marcia, Jan, and … Esmeralda? Not so much.

A savvy naming partner understands that every product is unique, every market distinct, and every naming objective different. At Catchword, we take the time to understand your product or service, your marketplace, and your naming goals.

Are you hoping to define a new category or simply distinguish your offering from competitors’?

Is it important to tie the new name to your portfolio, or does it need to stand apart?

Should the new name communicate a key brand message or create brand intrigue with an abstract concept?

Whatever your objectives, we’ll ensure we’re on the same page and deliver product and service names that address your goals.

Recent product naming projects include Habitat, the office environment solution from Plantronics, and FitStation, 3-D scanning and printing tech for apparel retailers from HP. Check out our Full Portfolio of Product & Service Names for more examples of our work.


How to Create Great Product & Service Names

Latest Name Review

Dip name review from CatchwordKroger is known for groceries, operating 2,800 retail stores under a variety of names. Food accounts for 94% of their total sales. Yet some of their stores, like Fred Meyer and Kroger Marketplace, offer non-grocery items as well, including apparel. Until now, these private labels haven’t been unified. But this week 300 of these stores will start carrying Kroger’s new exclusive clothing line, which they’ve named Dip.

Dip has a ton of meanings, most of which are a good fit for this brand. It brings to mind a tasty accessory, easy and casual, fun, festive. It proudly embraces Kroger’s status as a grocery giant. Kroger described Dip apparel as “simple, fresh and goes great with everything.”

With most of the pieces priced under $20, this is fashion you can “dip into” when you feel like it. Store signage further suggests the brand has a flavor for every palate: you can dip into style or action or cuddles or “awwww.” 

It’s immersive, brief but satisfying – a quick dip in the pool makes everyone feel better. And there’s more: price dip, skinny dipping, dip your partner in dancing, slang for leave abruptly, even diploma. All good.

However, dip has a few negative associations that can’t be ignored. Dippy, dipsh*t, dip stick, dip tobacco. For some of us Gen Xers, the connection with stupidity is pretty tight when the word is presented on its own. At least one marketing expert believes this negative connotation is a big mark against Dip.

Dip name review from CatchwordBut brand names don’t exist in a vacuum. Visual ID, tagline, packaging, and of course the product line itself contextualize and define the name. In 2010, the new iPad was lampooned for the name’s feminine product association, despite the word’s other relevant meanings. No one makes those connections now.

Dip is fun, memorable, and expresses many spot-on-brand messages. The stupidity connection will hang some folks up a bit at first, but the word’s positive meanings, supported by the brand’s positioning and marketing more than make up for that. I’ve already moved beyond it, and I haven’t even been in a store.

Ultimately, a small minority of Kroger customers may forever think of dipsh*t when they hear “Dip.” But if they see a cute sweater for $19, will the Dip label stop them from throwing it in the cart along with the cookies and cabernet?

The stupidity connection will hang some folks up a bit at first, but the word’s positive meanings, supported by the brand’s positioning and marketing as more than make up for that.

More