Catchword

BACKGROUND

Please describe your organization.

We are a health care firm that acts as the parent company for a number of other businesses.

What is your position?

I'm VP of communications, responsible for all corporate communications strategy.

OPPORTUNITY / CHALLENGE

What business challenge were you trying to address with Catchword?

As part of a new business strategy, we determined that we needed to rename one of the companies in our portfolio to reflect its future focus better. The challenge was that we had differing opinions on the direction the name should take. Some thought it should be focused on the customer, others on the future opportunity, and still others on the end-consumer.

How did you come to partner with Catchword?

After evaluating a number of service providers who specialize in corporate naming, we selected Catchword as our partner. Our team was impressed with their expertise, attention to detail and flexibility in developing a customized solution that met our budgetary requirements. They were excellent listeners, and extremely quick to respond to our questions and requests. Once we said we wanted to move forward, Catchword hit the ground running.

SOLUTION

Could you provide a sense of the size of this initiative in financial terms?

The cost of the project was between $10,000 and $25,000.

What is the status of this engagement?

The project wrapped up June 15, 2015.

RESULTS & FEEDBACK

What were the results of the project?

Catchword delivered. Their team did an outstanding job of quickly learning our business, understanding our unique needs and challenges, and developing a list of names that hit the mark. Most importantly, Catchword did an outstanding job of leading our team through the naming process, and helping us to navigate through different opinions to arrive at a successful consensus. 

What distinguishes Catchword from other providers?

What distinguishes Catchword is their ability to listen, take a wide range of opinions and feelings on a subject, and somehow synthesize that into a solution that everyone can buy into.

In hindsight, are there areas in which they could improve, or things you might do differently?

I don't have anything negative to say about the experience. We plan to work with Catchword again in the future.

BACKGROUND

Please give a brief description of your company.

We are one of the world's leading innovators in materials science. We specialize in producing advanced glass materials and have manufactured products that have revolutionized industries as diverse consumer electronics and drug manufacturing

What is your role at the company?

I serve as the global director of corporate marketing and branding.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached Catchword?

The challenge was to name a suite of new B2B [business-to-business] and a few select B2C [business-to-consumer] product offerings. In addition, we were looking for a partner who could help us create a strategic naming platform and process that could be implemented throughout our company.

What was the scope of the project, and can you describe the specific services provided by Catchword?

Catchword helped us formalize a unified naming strategy, build out a process for developing names, create decision tools for choosing the appropriate name, and outline name development guidelines for us.

Catchword also helped in the naming of a few specific products that had a relatively more pressing timeline.

SOLUTION

What was your process for selecting ­­ Catchword?

We found them through our agency of record. They brought Catchword in to work on several projects as a third-party consultant. We were very pleased with their work, and ultimately formed a direct relationship with them. They have been our naming partner for several years now. They are leaders in the field of naming, have a great deal of experience, and have delivered strong, consistent results for us.

Can you give a sense of the size of the initiative?

I would prefer not to disclose financials.

What was the timeline of these projects?

The larger project, the development of the corporate naming strategy, took about six months from beginning to end. Individual naming projects can take anywhere from two to eight weeks, depending on the type of name that is needed. Catchword has proven to be very efficient and responsive and has met several urgent deadlines for us.

RESULTS & FEEDBACK

Do you have any statistics or metrics on the project?

The quality of their work has been excellent. Naming is a very subjective process, and they've delivered tools, logic, and straightforward rationale for different processes that have been very successful within our company. Their ability to gain business unit "buy-in" for the overall strategy and process was a great success, considering that we did not have structure in place before with regard to naming. 

Is there anything unique or special about Catchword that really makes them stand out?

The Catchword team members that I have worked with are truly experts in the field of naming and have a passion for linguistics, naming, and marketing that is evidenced by every interaction I have with them. While they are extremely creative, they are grounded in reality and have a solid understanding of trademark law. They truly love what they do. They are very talented, and I personally have learned a great deal from them during the last several years.

Looking back on the project, do you have any constructive criticism? Is there any area that they could improve or you would do differently?

They have been a valued partner, and I have none to offer.

BACKGROUND

Please provide a description of your company. 

We're a staffing services company providing contract and direct hire recruiting services in information technology, creative media, accounting, finance, and business services.

What is your role at the company?

I'm the President and CEO.

OPPORTUNITY / CHALLENGE

What was the business challenge that you were trying to address when you approached Catchword?

We've been in business since 1988 for more than 25 years and, in that time, our brand has changed very little. We wanted to rename our business, and create an accompanying new brand that would help set us apart from our competitors. 

What was the scope of the project, and can you describe the specific services provided by Catchword?

Catchword essentially oversaw the entire renaming process. Our project lead was one of their partners, Mark Skoultchi. He handled everything for us.

SOLUTION

What was your process for selecting Catchword with which to work?

The process began a while back when we initially tried to rebrand using our original name. This process didn't go very well, so we decided we had to rename the company so we could have a fresh start. We found Catchword through some different Google searches, and felt very comfortable with them as people, and with their past work. They have a New York office that is reasonably close to us, which was also a factor in our decision.

Can you give us a general estimate of the size of the project in dollar terms or personnel work hours?

It was in the $10,000 to $50,000 range. 

When did the project begin, and when was it completed?

I think it was about three months from start to finish.

RESULTS & FEEDBACK

How did they perform in terms of the quality of their work? Are there any relevant statistics or metrics you can share?

The quality of their work is phenomenal. In particular, I was impressed with how comprehensive it was. They really took the time to get to know the business, and that laid the foundation for a strong successful engagement. The initial proposal had more than a hundred names that we worked from to hone in on the right one. At the end of the day, we felt like we left no stone unturned, and I'm satisfied with that.

When working with them, was there anything unique or special about them compared to other partners with which you may have worked?

What stood out the most from the project was the experience working with Mark. He's a veteran of the industry, and the amount of time we got to spend with him was really helpful for our thinking not just about our name, but our overall brand strategy as well.

Looking back on the project, do you have any constructive criticism? Is there any area that they could improve or you would do differently?

Not at all. I'm hoping to bring them on to assist me with some of the visual aspects of our brand at some point in the future.

BACKGROUND

Please describe your company.

The company is Plantronics, Inc. We’re a global communication solutions company, specializing in headsets and other consumer electronics as well as the pertinent software.

What is your role and responsibilities, please?

I’m the corporate brand manager. I’ve been with the company for six years. 

OPPORTUNITY / CHALLENGE

What was your goal for working with Catchword?

We initially retained them (and they are still on a monthly retainer with us), to help us and consult us on all matters of naming. A particular project they've worked with us on is over the last two years we’ve been creating and implementing a new naming strategy and process that could be implemented across the company. So Catchword has been our agency of record helping with that, among other things.

SOLUTION

Please describe the scope of their work.

It’s been mostly naming, but Laurel Sutton, the representative that I work with, has also been instrumental in setting up nomenclature documents and any kind of documentation pertaining to naming. Currently, they are working on a glossary for us, with marketing and proprietary terms. But, I’ve enlisted her to help us with a lot of different consumer-facing content, so they've done a lot of proofreading and general editing as well. However, mostly the focus has been on naming and naming strategy.

What was your process for selecting Catchword to work with?

Many of our higher ranking officers here at Plantronics in the marketing division came from Cisco. Along with them came some preferred agencies, and Catchword was one of them. So our senior director of brand management had been working with Catchword for over a decade, so there’s a very deep and embedded relationship of trust and confidence.

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

Unfortunately, I cannot divulge that information. They are on a monthly retainer. If we have larger creative projects, they typically bid on them and have proven to be highly competitive.

Can you tell me what the timeline of the engagement was?

I don’t have the precise date, but it’s about two years, plus or minus. At Cisco, our senior director of global branding worked with them for at least a decade.

RESULTS & FEEDBACK

Do you have any stats, or metrics, or general feedback to show the success of the project?

I would consider them to be a highly valued partner. Their work is prompt, it’s of good quality, and it’s very creative when we request it to be creative. They tend to over-deliver, which is great from a client’s perspective. I would say we have a very close, trusting, and collaborative relationship.

Is there one project you could describe where the services that were provided really stood out as exceptional work?

That’s another area where I feel it’s very proprietary information, so I wouldn’t want any of this project information to be publicized. I can tell you that the breadth and width of their work is extensive. They have helped with our attempt to "globalize" names, they have helped with creative naming exercises, as well as with what I consider more disciplinary projects such devising a naming process for our country. 

Is there anything unique about them that really makes them stand out, compared to other companies?

Unlike some other consultancies we’ve worked with in the past, Catchword seems to be highly respected and liked by all our internal collaborators across our various divisions. Everyone is very happy with the work. I think they’re distinguished by a culture that very much akin to ours, very human-focused and very friendly. We’re a premium company, from a product perspective, so I would say they are the equivalent of that in their industry.

I really have nothing but good things to say about them. They seem to be able to scale with great ease from tactical to strategic projects.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

No, not really. We expect our vendors to be able and expert providers for us. If there was any work that was substandard or needed to be critiqued beyond the normal development process, we would not retain them. We have pretty high standards.

BACKGROUND

Please provide a description of your company. 

I own a gourmet dessert company. We're a start-up and our primary product is a traditional Japenese dessert that we've remade and are bringing to the American market. Our primary customers are high-end restaurants and large hospitality groups in cities like LA, Miami, New York, and Las Vegas. Currently, we're trying to move into the e-commerce space by opening up an online store for our product, the long-term goal is to sell through retail channels and specialty foods stores.

What is your role and responsibilities, please?

I'm the founder.

SOLUTION

What was the scope of Catchword's naming services?

Catchword assisted us in the process of naming our latest dessert product. Unfortunately, for competitive reasons because it's still a new product, I can't at this time reveal what we chose.

What was your process for selecting Catchword to work with?

We spent a long time brainstorming a name for ourselves. We had various meetings, we had long lists, and we also met with various branding agencies. We were interested in working with a firm that had a track record, a formula, a top-down approach. After interviewing various branding firms and naming firms, we felt Catchword was the right company to go with.

What were you looking for in the name when you started working with them?

For a product like ours, the name is everything. There were a lot of different things we were trying to balance. Because our dessert is an Asian-American fusion product, we were trying to balance both of those cultures when choosing a name. Our product has aspects of a traditional Japenese dessert, but we also wanted to give it a modern facelift. Another thing was we had to ensure that the product would be approachable and familiar to an American audience.

Suffice to say, a lot of nuance and expertise was needed in our naming process, and we didn't have it on our own.

Please provide a brief description of their process.

The great thing about them is that they have a top-down approach, which meant that they looked at all the needs we had for this product; and the parameters we wanted in terms of naming. They wanted to look at who our target market was, all the things a branding agency might want to look at, our sales channels as well as our price points, and our flavor list. They outlined everything for us in what they call a naming brief. The brief was good enough to be a branding marketing plan itself. I felt that, beyond just getting a naming company, I was able to get something I could pass along to other companies to get a sense of what our long-term goals and our branding aspect were. 

Can you provide a ballpark dollar figure for the size of the work that they’ve done for you?

Unfortunately, that information is confidential. However, speaking to the cost, I can say they were very competitive and were willing to work with a bootstrapped startup whose budget was obviously limited.

What was the timeline of the project?

It was rather quick. From the time we signed the agreement to choosing the actual name was probably six to eight weeks.

RESULTS & FEEDBACK

Is there anything unique about them that really makes them stand out, compared to other companies?

They knew every aspect of words, in reference to grammar, synonyms, and antonyms. They must have PHDs in English! Mark, in particular, had a keen knowledge of what would work, and also what might hurt us in the future if we picked a word that didn’t translate well into other languages. The Catchword team is as knowledgeable as they come, very responsible, and very linear. They have the ability to stay focused and keep the client focused as well.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

At times it seemed like they were rushing the process, but looking back I think that was primarily them trying to keep us on task, which is a difficult thing to do at a startup. I'm very pleased with the results of the project.

BACKGROUND

Please describe your company and position.

I am the Commercial Lead of a pharmaceutical company 

Describe what your company does in a single sentence.

Pharmaceutical Company 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Development of creative brand names

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• Good value for cost
• Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Catchword developed a list of 600 portential brand names for a new pharmaceutical 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Catchword's creative approach to brand naming led to 10 names in the top 25 list and inspired remaining 15 names. Whether we land on one of Catchwords names, their approach played a role in the final name. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Everything was delivered on time. Early at times! 

What was your primary form of communication with Catchword?

Virtual Meeting

What did you find most impressive or unique about this company?

They had a more creative approach to pharmaceutical brand naming compared to others in the industry that were more worried about getting FDA approval. 

Are there any areas for improvement or something Catchword could have done differently?

There are many considerations when brand naming a pharmaceutical product. Catchword may want to include this type of screening in their process. 

BACKGROUND

Please describe your company and position.

I am the Chief of Staff of JLL Metals

Describe what your company does in a single sentence.

We are a rollup company that is consolidating Metal Finishing Companies

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Catchword to accomplish?

• Help us Develop a name for the company

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Referred to me

How many teammates from Catchword were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

Catchword helped us come up with a name for our company. They delivered a list of about 50 names and helped us narrow it down to under 10. They provided thoughtful insight about the names presented. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The outcome was a presentation with several names as well as taglines to go with them. 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They did deliver items on time and were proactive selecting a timeframe and setting a meeting for the delivery well in advance. 

What was your primary form of communication with Catchword?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The presentation with the names was outstanding. Comestically, content etc. It was more than we could of expected. 

Are there any areas for improvement or something Catchword could have done differently?

No - we were pleased with their work.

BACKGROUND

Introduce your business and what you do there.

I'm a senior manager of a medical technology company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We needed help naming a new product coming down the pipeline.

SOLUTION

What was the scope of their involvement?

Catchword helped us name a new product. The team conducted multiple naming rounds, discussions among key stakeholders, and a preliminary trademark review. The team delivered a list of suitable brand names to explore and a trademark assessment of each one.

What is the team composition?

We worked with two teammates from Catchword.

How did you come to work with Catchword?

We found them through an internal referral and had a very successful project with Catchword. When we needed naming work, I jumped at the opportunity to partner with them again.

How much have you invested with them?

We spent $45,000 with Catchword.

What is the status of this engagement?

We worked together from April–August 2025.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Catchword delivered different naming options and naming principles that we could use. The impact was great. We developed a naming platform that would bring excitement once we hit the market.

How did Catchword perform from a project management standpoint?

Catchword's project management was excellent. The team delivered on time. We communicated via email.

What did you find most impressive about them?

Catchword's creativity was impressive. The team's ability to take and adopt feedback and push back when we were going in a direction outside the scope of the objectives we had set up was unique.

Are there any areas they could improve?

I didn't think there was anything they could improve on. They were excellent.

BACKGROUND

Introduce your business and what you do there.

I'm a manager at consumer products company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We needed help determining our future product naming strategy.

SOLUTION

What was the scope of their involvement?

Catchword completed thorough information gathering by ingesting strategy decks, historical overviews, and conducting 11 stakeholder interviews. Their deliverables were several iterations of a product naming strategy recommendation deck and naming protocol document.

How did you come to work with Catchword?

We found them through an online search. Catchword had the product naming experience we were looking for, and the cost fit our project budget.

What is the status of this engagement?

We worked together from January–July 2025.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Catchword's delivery of the assets led to a consensus in naming direction that we'd struggled to achieve internally. We were able to have more focused conversations on actual potential names using the recommendation.

How did Catchword perform from a project management standpoint?

Catchword's project management was good. They delivered on time and responded well to our needs. We primarily communicated through email and video calls.

What did you find most impressive about them?

Catchword was both creative and thorough. They brought a lot of expertise to the project.

BACKGROUND

Introduce your business and what you do there.

I’m the VP of creative at NBCUniversal, one of the world’s leading media and entertainment companies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We needed help with naming and branding.

SOLUTION

What was the scope of work done?

Catchword was tasked with delivering a selection of names for consideration that had already been vetted through preliminary screening via Google screening and CatchAll. They presented two rounds of 50–60 names, but developed thousands and screened hundreds prior to meeting with us.

What is the team composition?

We spoke to two teammates from Catchword, but I’m not sure how many were involved that we didn’t work with directly.

How did you come to work with Catchword?

We found them through a referral. I trusted the referral and liked Mark’s vibe.

What is the status of this engagement?

Their part lasted from December 2024–January 2025.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

One of the words they pitched ended up becoming the final result. It was on the shortlist presented to senior executives at the beginning (along with 1–2 other options from Catchword and other options from other agencies). We received mostly positive feedback all around. The name’s sound, feel, and look were fresh, modern, and strong.

How did Catchword perform from a project management standpoint?

Catchword delivered on time and was very communicative and collaborative throughout the whole process and met our deadlines. We communicated via email and video conference calls on Teams.

What did you find most impressive about them?

The fact that an agency like theirs even existed was unique in itself. I’ve worked with copywriters and branding agencies before, but never in this capacity, and they were specialists at it.

Are there any areas they could improve?

They could have narrowed down the names presented further or had a firmer POV on which ones were the strongest in order to help our team focus more, but it ultimately worked out.