Catchword

BACKGROUND

Please describe your company and your position there.

I’m the CEO of a FinTech company empowering wage-earners with sub-prime credit to access fair credit and manage their money more effectively.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword, and what were your goals?

For legal reasons, we’re in the position of having to change our company name. As such, we engaged Catchword to develop a new brand name for our company.

SOLUTION

How did you select this vendor?

We did a thorough evaluation of all the top naming agencies, interviewed each, and ultimately felt the strongest fit with Catchword. In particular, we appreciated their portfolio, how rich it is in company naming and renaming experience (especially among B2B businesses), and their process, which does a great job of balancing creativity and rigor. In addition, we connected well on a personal level with Mark, one of the agency’s partners, and Beth G., one of their creative directors.

Describe the scope of their work in detail, including any steps and the final deliverables.

Catchword ran a full naming program, including a thorough audit of our business, stakeholder interviews, multiple rounds of name generation and review, and trademark prescreening. We were extremely impressed with how efficient the process was, how the team managed to accomplish so much in just six weeks.

How many people from the vendor's team worked with you, and what were their positions?

We worked with directly with Mark and Beth though other team members contributed to the project, including other creatives and screeners.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The process was an enormous success and we couldn’t be happier with the outcome! Ultimately, we submitted five names to our attorneys for comprehensive trademark evaluation and were thrilled when our most favored name cleared their review!

Having been through naming exercises before, knowing the challenges they present, my team and I could really appreciate how spectacular an outcome this was and is. Everyone’s smitten with the new name, excited to begin marketing it, talking about it, and building our brand around it.

Describe their project management style, including communication tools and timeliness.

Mark and Beth were wonderful partners and stewards and the process moved forward very smoothly.

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

We enjoyed every aspect of working with Catchword but I suppose what impressed me the most was the way their name ideas mapped so well to our intended messaging, and how clever the creative work was. There was this sense that the names could only have been created for us and our business.

It really felt extremely tailored to our platform, the benefits it provides to our customers, and our intended communication for the brand. On top of that, I guess we were all equally impressed by their level of expertise, how strategic and smart they were throughout the process. They’re truly experts in this field and it’s apparent when you’re working with them.

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

None

BACKGROUND

Please describe your company and your position there.

I am a brnd consultnat serving in a global branding director role with a well established semiconductor company in Silicon Valley.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword, and what were your goals?

We needed to develop a unique and trademarkable name for an upcoming product launch, one that is core to the business. Our goal was to develop a name that worked with the other names already in the product portfolio and with the company masterbrand, and also signal a different line and type of product. It needed to be unique and defensible, and work globally.

SOLUTION

How did you select this vendor?

I've worked with Catchword on a number of prior projects and know how good and reliable they are. We did look at other companies in the purchasing process as is the practice at this large enterprise company, so while they were the preferred vendor by me, they had the meet the criteria of the purchasing department as well. They submitted a proposal as well as examples of past work, and it was clear that they were a great value as well as a great solution.

Describe the scope of their work in detail, including any steps and the final deliverables.

The project started with interviews with individuals and groups of individuals to understand the overall goals of the naming proecss and what success would look like. From there, Catchword developed a brief that captured the main themes, concepts and the constraints that needed to be considered when developing and choosing the final name. The team reviewed the brief, confirmed and approved it and from there, Catchword started to develop the first round of names generating hundreds to consider.

They presented a first round of names from the list of those that had been screened lightly for viability, and reviewed and received feedback as to what worked, what were not quite right and to understand what direction they should focus on in the second round of name generation. They took the feedback, confirmed the focused direction and generated a second round of names focusing even further into the main themes. These names were vetted in a Google search and assessed to match the overll objectives before presenting for final review.

The team then reviewed and identified our top picks to take to our legal team and put through a final search, realizing that until they have gone through our legal search, we would not be able to identify final candidates that could be trademarked. Catchword provided an excellent range of name candidates focused on our objectives which allowed us to find one that met all criteria and through legal search.

How many people from the vendor's team worked with you, and what were their positions?

Two people directly. One of the co-founders and a project lead. There were many people behind the scenes that also were instrumental in developing the list of names.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

In addition to wanting a needing a global name that would be unique and defensible from a trademarking standpoint, we wanted something short and simple that could hold meaning and be an empty vessel to place marketing onto for narrative. Since there is no way to assure that a name will pass legal searches and the registration process, you need a number of names. Catchword generated a number of candidates that gave us a range as well as the security of having options if during the registration process a name received too much opposition for it to be used.

Catchword was also incredibly patient with the team in helping to understand the naming process and how to open their minds to options. Engineers are often very literal and have a hard time seeing the potential in the names. Catchword steered the team to stay open and consider what we chose and what served as an excellent brand name.

Describe their project management style, including communication tools and timeliness.

We scheduled inperson and onsite meetings based on the avaialbility of the team to come together for the R1 and R2 reviews as well as the download session. Catchword provided review decks for the creative brief as well as the follow on for the name review rounds for the team to review and comment on. I served as the clearinghouse, gathering the feedback, and sent the instructions and decks that I passed along having received them in emails. Meetings were established based on our schedules and needs and Catchword was extrenely responsive and flexible in meeting our timing. They hit each deadline that they provided based on the projected timing from the start.

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

The combination of decades of experience in naming that they bring to each project, to both guide the group in how to establish the parameters and themes that would generate the best results, as well as the coaching and mentoring that also was needed to help those that are not familair with the naming process to be able to get the most out of the experience. I also appreciate the background of key individuals, with linguistic and marketing backgrounds that add to the capabilities and insights.

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

They were thoroughly professional and delivered on everything that we asked and expected and even more.

BACKGROUND

Please describe your company and your position there.

I’m the Vice President of Marketing at a fintech company that provides a platform for financial professionals.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword, and what were your goals?

Our current name served us well for the better part of a decade, but given our product pivot and growth plans, our current name is restrictive. Additionally, we’ve learned that the name has certain pronunciation issues. For these reasons, we engaged Catchword for a renaming. Our goal was to identify a new company name that better aligns with our changing business model and evolved positioning. Also, to identify a name with more intuitive and predictable pronunciation.

SOLUTION

How did you select this vendor?

Catchword was recommended to us, but we still conducted a thorough review of top naming agencies and spoke with several firms. In the end, we felt the strongest fit with Catchword and their approach to the process.

Describe the scope of their work in detail, including any steps and the final deliverables.

Catchword did a ton of work for us, including a deep dive into our business to understand the nature of our technology and the customers we serve, multiple rounds of name generation including the development of literally thousands of names (from which we together reviewed probably a couple hundred), prescreening work to vet names for trademark and/or marketing conflicts, and domain name counseling.

How many people from the vendor's team worked with you, and what were their positions?

We worked with directly with Mark Skoultchi, one of the agency’s partners

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We’re currently in the final stages of the process, about to select a name, but I’m comfortable saying the process was an enormous success, and we’re thrilled we engaged Catchword to help us with this initiative. At the end of the creative phase, we had literally 50+ names on our shortlist for domain investigation and potential negotiation. We never imagined we’d warm to so many names, which is in large part due to the approach Catchword took the creative work, digging in deep and exploring highly unique, unexpected words and metaphors for concepts rich in meaning to our team and our company’s history.

The names were often seemingly abstract but actually remarkably meaningful given what we do, how we distinguish ourselves, and how we plan to talk about ourselves going forward. We were truly impressed with the level and depth of thought that clearly went into the creative work.

Describe their project management style, including communication tools and timeliness.

The workflow was great. Mark was an excellent partner throughout the process, highly responsive, a great strategic counselor, and ultimately a friend. We felt a strong personal connection with him, and he did a great job of keeping us informed throughout.

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

Even before we hired Catchword, we were aware of their reputation in the space, including their leadership position here on Clutch. We had high expectations and they fully delivered. While it’s hard to pinpoint just one thing that impressed us most, if we had to choose, we’d probably say the depth and richness of the creative work. One after another, the names were just so interesting, meaningful, and compelling. Exactly what you hope for (but may not always get!) when you work with a dedicated naming agency.

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

No. We'd hire them again!

BACKGROUND

Please describe your company and your position there.

I run a domain name buyer brokerage. We help clients acquire their dream domain names. The best domain names are already owned by third-parties, so our job is to track down those owners and convince them to sell the domain for within our client's budget and timeline.

We collaborate with Catchword during the naming shortlisting process so that our shared client ends up with their new name and the matching .com domain name.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword, and what were your goals?

Catchword and Name Ninja shared a common client that was going through a renaming process. Catchword led the naming strategy and creation process, and Name Ninja was responsible for providing intel on the domain name side of things and with brokering the acquisition of the target domain name.

SOLUTION

How did you select this vendor?

Name Ninja's client, shared in common with Catchword, chose Catchword, however Name Ninja often recommends Catchword to clients or potential clients who are seeking a world-class naming and branding agency. Name Ninja has collaborated with Catchword and shared clients on many naming and re-branding projects over the last 6 years.

Describe the scope of their work in detail, including any steps and the final deliverables.

Catchword took our common client through their proprietary name and brand development process. Name Ninja took the list of shortlisted names and researched the acquire-ability of the .com domains that matched those names. This research then lead to a further shortlisting of the names and finally to a name being chosen and a domain being acquired.

How many people from the vendor's team worked with you, and what were their positions?

We worked with one of the partners at Catchword, and of course we worked with the VP of marketing of the common (shared) client.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Catchword helped the client develop a list of nearly 100 potential new brand names. Name Ninja (representing the domain name side of the equation) and Catchword (representing the naming and branding side of the equation) then helped the client narrow down their selection until a final choice was made.

Describe their project management style, including communication tools and timeliness.

Catchword and Name Ninja were involved at different stages of the overall project with the shared client, but communication with Catchword is always quick and professional. Every shared client we have worked on a project with Catchword has always spoken highly of their experience working with Catchword. They are total professionals.

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

Catchword has deep expertise when it comes to naming, and they also have exceptional taste in regards to what constitutes a world-leading brand name. I have always respected Catchword's integrity and expertise.

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

This most recent project ran very smoothly, and I cannot recall any concerns related to Catchword.

BACKGROUND

Please describe your company and your position there.

I am the Chief Marketing and Communications Officer at a company that provides technology, data and analytics to multiple industries

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword, and what were your goals?

Our company recently launched a product that needed to be named. We engaged with Catchword to brand that solution. Our main objective was to expand the list of name options we had for the solution, and quickly.

In addition, it was imperative that names be vetted for availability as trademarks. We were looking for a responsive, nimble team of seasoned naming professionals that could streamline the process, turn around great creative ideas, and get us to a name decision in short order. Catchword was very helpful - and very responsive - with this project.

SOLUTION

How did you select this vendor?

We conducted an internet search of top naming agencies and selected Catchword after reviewing their website and interviewing the company. In addition to its impressive portfolio of naming work and reputation in the industry, we really enjoyed our conversation with the Catchword team. Not only were they clear in explaining our options, but they were extremely personable and willing to develop a process that addressed our needs, customizing their typical way of working in order to meet our very tight timeline.

Describe the scope of their work in detail, including any steps and the final deliverables.

In order to meet our needs, Catchword used a process called a Creative Blast. they reviewed information we sent to them, asked us some questions, and then developed a creative brief for the project based on this information - which was pretty spot on. They then provided one large round of name ideation.

The ideation was substantial, covering an enormous range of messaging directions and name styles, and the delivered work was fantastic. Our immediate reaction was “wow, there are so many great options here!” They also conducted trademark prescreening work on our preferred names, assigning a risk profile to each name, which was extremely clear and helpful in making decisions about which names to submit to our attorneys and pursue further.

How many people from the vendor's team worked with you, and what were their positions?

We worked directly with Mark, one of the agency’s partners. He was very responsive, personable, easy to work with, and a great guide throughout the process, keeping us informed about progress and up to date on the next steps, deliverables, etc.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

While we haven’t made the name public yet, I can say that Catchword did a fantastic job on the project. They came up with so many different, interesting, and viable names for the product, and served a vital role in getting us to a decision on a final name for the solution. We wouldn’t hesitate to work with them again

Describe their project management style, including communication tools and timeliness.

As I mentioned, Mark and the Catchword team were great to work with. The workflow was smooth, no hiccups, we always felt in the loop, aware of the next steps, etc. They’re highly experienced in managing naming projects and it shows.

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

I suppose I found both the process and the names themselves most impressive. Working with their team was easy, and the name ideas they came up with and shared were clever, surprising, and on-point. It was exactly what we were hoping to get out of an engagement with a naming partner.

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

Nothing. They have a great process, great people, and great creative work.

BACKGROUND

Please describe your company and your position there.

Consulting a marketing leader for Global CPG organization in the cleaning category. Client oversees innovation and base business growth.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

Our client, a leader in the cleaning category was looking to create distinction among its competitive peer set and was looking to create a powerful sub-brand for the underlying technology that makes its products more efficacious than competitors.

What were your goals for this project?

1. Develop a solid understanding of the competitive set and internal stakeholders biases to set the scope for naming.
2. Identify a wide range of names that could then be tested through cutting edge research and to eventually identify a name that would drive brand growth.
3. Support the client through the trademarking and naming execution process.

SOLUTION

How did you select Catchword?

Catchword has been a trusted partner of our firm and our clients for the last five years and I would never consider another firm.

Describe the scope of their work in detail.

1. Catchword helped us develop a solid understanding of the external landscape and competitive set, while understanding the biases and hypotheses of internal stakeholders.

2. They helped us  generate a wide set of names that cover a variety of territories to help the client explore different emotional benefits.

3. Catchword also helped our client in deciding on which names would lead to the most impact on its brand and portfolio of product by evaluating and optimizing the names using behavioral science driven research methods.

4. Lastly they helped our client through the process of selecting a name and all the legal and trademark processes and help the client launch its new sub-brand throughout its portfolio.

What was the team composition?

We worked with the founder and five different leaders from different parts of the process but they made it an incredibly streamlined process.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

As always, the Catchword team did a fantastic job creating a compelling list of highly appropriate, creative name solutions for our shared client’s technology. So many, in fact, that our client had a hard time narrowing the list for research. And, ultimately, the name that was selected performed exceptionally well through the rigorous research tests that were conducted, and recently launched with supporting communication.

How effective was the workflow between your team and theirs?

Again, I've been working with Catchword for 5 years and would not consider another agency. They are incredible and a world class innovator.

What did you find most impressive about this company?

Aside from their extensive process that melds science and creativity, their people are just incredible to work with. They are passionate and bright, but also fun and kind. It makes working with them so easy.

Are there any areas for improvement?

Yes, I need to find more of our clients that need naming work so that we can partner with them.

BACKGROUND

Please describe your company and your position there.

I work for a large professional services organization on a brand strategy team. My role touches all things brand including naming strategy.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

Catchword has been an agency of record on retainer with our organization for several years. We engage them on a range of projects including name development, naming strategy, and occasionally design work.

What were your goals for this project?

I’ve collaborated with Catchword on numerous projects. In this case, I engaged their team to help with both naming strategy and name development for a diversity- and inclusion-based program and the various components that relate to the program.

SOLUTION

How did you select Catchword?

Again, Catchword is a naming agency of record and a go-to for all things naming related.

Describe the scope of their work in detail.

This particular project involved input and guidance on a strategic approach to naming not just the program but the component initiatives that support the program.

Essentially, it required thinking through the ways the components relate to one other and to the program name, where the greatest equities exist, and providing guidance on *what* to name and *how* to name it.

In this sense, the first part of the project was the creation of a naming system to be followed by actual program and component naming.

What was the team composition?

We worked directly with the agency’s partners.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

While I can’t reveal the outcome of the project, I can say that Catchword did a great job of providing direction on naming strategy. We’re sure to receive seaned counsel on naming strategy and architecture issues.

They’re not afraid to have tough conversations and to push our thinking.

How effective was the workflow between your team and theirs?

Catchword is an extension of our branding department. We’ve been working with them closely for years and consider them colleagues. Workflow is always extremely smooth, friendly, and effective.It’s an ideal relationship.

What did you find most impressive about this company?

It’s kind of hard to say what impresses me most about Catchword. They *get* us and our company’s approach to naming and so they always develop names that make sense in our portfolio and reflect our fairly strict naming protocol.

They’re able to provide great insights and guidance on strategic naming questions. They’re super-efficient and responsive, oftentimes in the face of very tight timelines.

If I’m being pressed for just one thing, it’d be their ability to create names for our solutions that are on-brief and compelling to our business teams.

Are there any areas for improvement?

No, we’ve got Catchword on speed-dial at this point.

BACKGROUND

Please describe your company and your position there.

I am Director, Strategy & Insights for a health and wellness organization.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

My team and I engaged Catchword to develop a name for a new product technology in the personal care space.

What were your goals for this project?

Given the importance of this new technology, it was imperative that we nail the name. My team and I had been involved in product naming initiatives before and we understood the challenge ahead of us, to find a name that would resonate with our customers and on shelf and also pass legal muster.

We also had some diverging opinions internally about the direction for the name, some of us favoring a more functional approach and others preferring a more emotive, end-benefit-driven brand name. So, in this sense, on top of the creative and IP needs, we required some strategic naming counsel. We agreed, given the importance of our new technology and this brand launch, and we needed to hire an agency to help us and, in particular, a naming agency.

SOLUTION

How did you select Catchword?

We did online research, identified a shortlist of industry leaders, spoke with each, and ultimately found the best fit with Catchword. In particular, we liked their thinking on names as business assets and their flexibility in terms of both process and name style.

They’re a highly experienced group and they have strong opinions on naming, but they understand that there’s no one-size-fits-all solution to name development, and that the right name is different for every client. We liked this somewhat stylistically agnostic approach to naming, which suggested to us that we were going to get a set of creative ideas that suited us and our product specifically.

Describe the scope of their work in detail.

The process involved a series of interviews and group meetings to fully understand our technology, how it works, the market it will serve, and our communication objectives for the brand, including intended positioning, brand personality and key messaging. We’re a research-focused group, so we had a considerable amount of validated insights to share with their team.

Catchword did an excellent job of processing all the data, and it was clear they really understood the nature of our new technology and how it worked on a practical level. Once we had agreed on a creative path for naming (which included two distinct routes—one specific to more direct, functional messaging and one focused on less direct, and end-benefit messaging) their team created a ton of names, I believe in the hundreds or even thousands.

Over the course of the project and on multiple occasions they shared over 100 name ideas with us, and, overall, I would say the names were really spot on. They very accurately reflected the directions we had agreed to and provided us with a really extensive list of name options.

What was the team composition?

The team included several creative namers and strategists, but our day to day contact was one of the agency’s partners.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We’re still in research, validating a shortlist of names, but I would say that Catchword did a fantastic job on this project. As a testament to the quality of work, we had a very hard time narrowing down the list of names for research. In fact, our initial research included over 20 names for the product. That’s since been winnowed down to a more select shortlist of names, but we liked so many of Catchword’s names we had trouble deciding which names to test!

How effective was the workflow between your team and theirs?

Workflow was great. They’re excellent communicators and project managers and the process moved forward very smoothly, on time, no hiccups. I should add that they’re also a very fun and friendly group to work with. We genuinely enjoyed our meetings, discussions, email exchanges, etc. Smart and funny group of people.

What did you find most impressive about this company?

If I had to point to one thing that most impressed me about Catchword, it would be the range, suitability, and appeal of the names they developed. To have as many name options as we did, that we genuinely liked, was both surprising and extremely impressive.

Are there any areas for improvement?

Not really. We’d hire them again for sure.

BACKGROUND

Please describe your company and your position there.

At SEMGeeks, I was a Partner/Creative Director. SEMGeeks is a digital marketing and design agency in NJ who specializes in driving ROI for digital marketing for brands who have a heavy digital presence. My role was to lead all creative execution with strategy and design operations, managing a team of 6 designers.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

In my capacity as a Creative Director at another branding agency I had the opportunity and pleasure to collaborate with Catchword on a full branding program for a shared client, including brand strategy, positioning, naming, brand identity, and website development. Catchword managed the name development component of the program.

What were your goals for this project?

Our client was a large player in the data center infrastructure management (DCIM) space. Key to the project was developing a name that truly reflected our brand positioning, differentiated our client vis-a-vis its competitors, and providing a trigger for conversation about not just the software solution but the technicians on the client side that supported implementation, sometimes spending up to 18 months onsite with customers helping to train their personnel.

This was a brand that needed to bridge technology and humanity because, in fact, the solution—what customers were purchasing—was a combination of the two.

SOLUTION

How did you select Catchword?

Our client selected Catchword after a thorough evaluation of several naming agencies. We didn’t have a role in the selection process.

Describe the scope of their work in detail.

Catchword handled the entire name development component of the program, including conducting their own discovery phase (which included a review of our strategy and positioning work), stakeholder interviews to gain insight into preferences to guide name development, the creation of what I believe was literally thousands of names, multiple name presentations, and trademark screening to eliminate names with legal issues.

What was the team composition?

We worked directly with Mark Skoultchi, one of Catchword’s partners, but there were other account and creative personnel that worked on the project. I think the whole naming team included probably five or six team members.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

I’ve been a part of numerous naming projects over the years and I know how challenging naming is. I was extremely thankful to have Catchword managing this aspect of the brand building process, and they did an outstanding job. From the very start, they impressed everyone on our team, including our client and brand teams. They were extremely organized and thoughtful.

One of the things that most impressed me was how they approached the naming piece of the project, from a broader business and branding perspective rather than just a creative deliverable. They really understood and embraced the notion that their work needed to be a reflection of the strategy and positioning we had developed, that all the components of the brand needed to speak together as a cohesive and mutually supportive body of communication.

I think while Catchword is primarily focused on brand names, their team has a much broader set of strategic skills and understanding of branding. In terms of outcomes, Catchword produced scores of on-brand and creative name ideas, and many of them were shortlisted and submitted to our client’s attorneys for trademark evaluation.

The resulting name really did marry technology and humanity in such a perfect way and served as a great platform for conversation about the software and the team that supported it. They nailed it.

How effective was the workflow between your team and theirs?

Like butter. Sometimes, when multiple agencies are working for the same client, on the same project, communications can get lost. But not in this case. Catchword kept us in the loop at every step, solicited our input on creative deliverables and ensured our comfort with the recommendations. We had complete peace of mind that they had things under control throughout.

What did you find most impressive about this company?

Catchword was a great partner in so many ways. They were sophisticated in their thinking about brands and brand names, super organized and efficient from a process standpoint, respectful of the work we had done and the strategy we had laid out for the brand, and highly creative in developing names and with their name recommendations.

If I had to identify just one thing that most impressed me with the agency though, it would be the way they mapped their names to the objectives we set out for the brand overall. The names really were spot on.

Are there any areas for improvement?

They could scale up so they could take on more work! I think their team is only about 10 people. But I guess that’s pretty sizable for a naming agency. Other than that, nope, they’re great at what they do.

BACKGROUND

Please describe your company and your position there.

Global Product Marketing Manager at a Medical Technology corporation.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

In my role as Global Product Manager for an international medical device company, I engaged Catchword to develop a naming strategy and brand name for an umbrella brand in the orthopedic surgery space. In addition, the agency was asked to provide guidance on the relationship of the new brand to existing brands in, and outside, our company’s orthopedic portfolio.

What were your goals for this project?

The goals for the project were to help our team think through a series of naming strategy questions related to the naming of a new umbrella brand and to develop a suitable and trademarkable name for the brand. Our hope was to find a partner that would provide not only a creative name solution for our brand, but also a perspective and counsel on the relationship of our new brand to existing brands in our company’s portfolio more widely. We were keen to work with a firm that had both creative naming capabilities and experience with higher level naming strategy and architecture issues.

SOLUTION

How did you select Catchword?

Catchword had completed a naming project for another division within our organization and came highly recommended. Still, we did our due diligence, evaluated a range of agencies, and ultimately determined that Catchword was the right fit for our project. That they came so strongly recommended by my colleagues ensured we were making the right agency decision.

Describe the scope of their work in detail.

Catchword’s work involved an initial discovery phase to fully understand our new orthopedic solution, the market, competitive offerings, and our portfolio of products.

Because the brand being named is to serve as an umbrella for a number of related products, Catchword spent the time to understand the relationship between the umbrella and the products and the implications for name development.

There were a series of interviews and meetings with key stakeholders to gain alignment on a strategy for naming, followed by a very thorough project brief. Once aligned, Catchword conducted multiple rounds of name creation, prescreened names for availability as trademarks, and presented their work to us with formal recommendations that were well articulated and thoughtful.

While we’ve not made a final name decision yet, I was very impressed by the range and depth of creative ideas their team developed and shared with us.

What was the team composition?

My main point of contact was Mark Skoultchi, a partner at Catchword. He was extremely accessible and responsive and always got back to me in short order. He was also instrumental in keeping the project moving forward smoothly, but not afraid to push back and take a strong position on a direction if he felt it was in our team’s best interest.

I believe their team also assigned a creative lead to the project and that several creative personnel contributed to the name generation itself. All in all, I would guess five or more team members contributed to our project in one way or another.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

I’ve since taken a position with another company, and my understanding is that the project has not yet wrapped up, but based on my experience working with Catchword I can say that my team and I were extremely impressed with Catchword, their strategic input, and the names they developed.

Their team is very experienced and smart, highly organized, and excellent at guiding a group through the surprisingly challenging exercise of name development.

How effective was the workflow between your team and theirs?

One of the things I enjoyed most about working with Catchword was the team itself. In addition to be real experts in naming they’re also just a great group of people. Mark, in particular, was a great contact, always keeping me in the loop about where his team was in the process and what to expect next.

In addition, he provided excellent strategic counsel, helping me and my team to think through some tricky naming strategy questions and making sure that our approach to naming the new brand was strategically sound.

What did you find most impressive about this company?

A lot about my experience with Catchword impressed me, but I think maybe what impressed me most was their dedication to our project and the way they integrated themselves into our team.

Unlike a lot of vendors we work with, Catchword really did feel very much like an extension of our group. I felt comfortable reaching out and requesting input or a call to discuss things at any time. The working relationship was truly seamless, and by the end of my time on the project, I felt I had become friends with these people. I’m certain if I have a naming need in the future they’ll be the first people I call.

Are there any areas for improvement?

Not that I can think of. Working with Catchword was a great experience all around.