#1 RANKED NAMING AGENCY ON CLUTCH (2017—2021)
Catchword is a dedicated brand name development firm that has been creating industry-leading product, service and company names since 1998. Clients hire and rehire us because we view naming not just as a creative exercise but as a critical component of brand value. Sure, we come up with cool names (some would say super cool), but not before we have a profound understanding of each client’s business and branding objectives.
Whether you’re just getting off the ground or going through a full relaunch, our goal is always the same: to develop timeless brand names that resonate fully and authentically with target audiences. We believe names should be distinctive and memorable, but not different just for the sake of being different. The huge creative diversity of our naming portfolio reflects the many different cultures and business objectives of our clientele, versus a need to impose one creative style or philosophy on all.
As pioneers in our field, we leverage and treasure the union of creativity and science—by which we mean expertise in linguistics, trademark and domain screening, and naming strategy—to develop lasting creative solutions for clients, even in the most competitive markets.
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Focus
Portfolio
Aetna, Allergan, Amazon, Corning, Dunkin’ Brands, Fitbit, GE Healthcare, Hitachi, The Home Depot, Indeed, Intel, McDonald’s, NBCU, PwC, Roku, Starbucks, Unilever, Volkswagon, Wells Fargo
Car naming for Volkswagen
Volkswagen has some of the auto industry’s most iconic (and distinctive) cars and car names, from the Beetle to the Touareg. So we were excited when they called on us to name their sturdy 7-seat SUV, codenamed “CrossBlue.” Working with VW’s US, German and Chinese marketing teams, Catchword explored a broad range of messaging themes, and developed over 2500 name candidates. The global nature of the project meant we also carried out linguistic and cultural screening in 19 different languages, including Min Nan and Kejia Chinese. Atlas, the name VW decided to adopt, reinforces the vehicle’s size and strength and implies a titan among SUVs.
Naming wearable fitness trackers for Fitbit
The margin for error was slim with these wireless fitness trackers. Successful names would have to be short enough to fit on the small devices, and match the snappiness of the mother brand. In addition, the names would need to fit within a larger portfolio of related products and still telegraph each product’s distinguishing features.
For Fitbit’s entry-level device, Zip was in the zone, followed by One, which unifies data on exercise, calories burned, and sleep. Next came Flex, Fitbit’s first wristband, and finally Force, a fitness wristband to be reckoned with. All single syllable, all evocative, and all tied together by a common construction—a naming convention was born.
Naming a new Cheez-It snack product
When Kellogg’s approached Catchword to name its exciting new Cheez-It snack food, we immediately requested samples. You know, for creative inspiration. Possessing the same wonderful crispiness of the original Cheez-It but with a new curvy form factor, this snack was just as munchable, bingeable, and delicious as we expected. We developed more than 1,600 names for the product, including Snapz. After determining that Snapz had a less than ideal trademark profile, Kellogg’s adopted a variation, Snap’d, retaining the same associations with a crunchy, crispy mouthfeel and establishing a new and distinctive name style for the Cheez-It brand.
Beverage platform naming for Starbucks
Made with green coffee extract and fruit juices, Starbucks’ line of sparkling cold beverages packs a natural, revitalizing punch. The name Refreshers conveys that, without veering into the high-octane territory of energy drinks. And it’s inclusive enough to encompass handcrafted in-store beverages, sparkling canned product, and VIA instant packets. Try some and find out what all the buzz is about.
Company and product platform naming
A software company formed by Facebook co-founder Dustin Moskovitz and programming whiz Justin Rosenstein is clearly not ordinary. So, the company’s name also needed to stand out from the IT herd. Asana, a Sanskrit word conveying “yoga pose,” reflects the founders’ love of yoga and their quest for focus, flow, and clarity. It’s also an apt name for the company’s workplace productivity platform, which enables team members to manage complex projects smoothly. In 2015, Asana announced 100% year-on-year growth, with 140,000 companies using its platform to generate annual recurring revenue in the tens of millions. Namaste.
Naming a self-powered blockchain company
Blockchain mining needs huge amounts of energy, which has led to an increase in damaging fossil fuel consumption. Soluna seeks to solve this problem by creating the first blockchain company powered by its own private sustainable energy sources. A coinage of sol and luna (“sun” and “moon” in Latin), Soluna evokes human aspiration at its most fundamental – looking up at the great light in the sky. The name recalls “solution” as well as “una” (one), suggesting the company’s all-in-one energy production and computer processing solution.
Mochidoki – Winner of an LIA for excellence in Verbal Branding
Messaging directions and stylistic preferences are of course critical to developing a name for any product, but when it comes to foods and beverages there’s nothing more helpful than actually experiencing the new comestibles. And, when Catchword first sampled Gordon Dessert’s new line of mochi (a delectable combination of premium ice cream and other tasty ingredients wrapped in sticky rice dough), we knew we were naming a truly category re-defining confectionary. A clever play on okey-dokey, Mochidoki makes use of the product descriptor in a fun and playful way, all while recalling the product’s Asian roots and sounding bite-sized and delicious.
Naming a music streaming service (plus tagline)
While consumers have many options for streaming music nowadays, most subscription-based services are focused solely on delivering as much music as possible, and provide little opportunity for artists and fans to interact in truly meaningful ways. Ursa, the name Catchword developed for an exciting new music engagement “ecosystem,” speaks to a constellation of streaming services and connecting in countless ways (features, music, people, etc.). It also recalls the major and minor scales (Ursa Major and Ursa Minor), and evokes an otherworldly music streaming platform.
Upwork – company naming for oDesk and Elance
Elance and oDesk, the two largest online platforms for connecting clients and freelance workers, decided to merge to combine resources in a new, unified brand. They called on Catchword to develop a name that would capture their vision and inspire their global community of independent professionals and the businesses hiring them. The company's new name, Upwork, invites you to reimagine how work happens today and suggests that the best talent is always up to the task.
NOTE: Upwork was named one of Inc. Magazine's 10 best new company names of 2015! See here.
Artisan Chicken Sandwich – naming over 10 food & beverage items for McDonald's
Over the years, McDonald’s has engaged Catchword on a variety of naming-related initiatives. From McCafe naming strategy and architecture development to dressing up a burger with just the right name. On this occasion, one of Catchword’s names was selected for the Golden Arches’ new grilled chicken sandwich: a perfectly seasoned and seared filet lovingly prepared with a light vinaigrette and combined with McDonald’s new hand-crafted roll. A culinary work of art(isan).
Crazy8 – retail brand naming for Gymboree
Gymboree needed a naming company to help them launch their sweet new line of kids’ clothes and retail stores. Finally, an assignment that matched our maturity level. After going through umpteen domain name searches (actually, the number was a lot higher than umpteen) and domain name brokering, we landed on a brand name and URL that worked on every level.
Clover Health – naming a new health insurance company
This health insurance start-up told us that they knew what was wrong with healthcare and how to fix it. By using data models, applications, and operations software, Clover seeks to realign the insurers, patients, and providers into a more efficient system that leads to better health outcomes for the most vulnerable individuals, specifically elderly and lower income populations. The name Clover conveys the harmony and simplicity of a fully aligned healthcare system, and we feel lucky to have found it for them.
Nature's Promise – naming a family of organic products for Ahold USA
Ahold’s U.S. supermarkets (including Giant Food and Stop & Shop) sold more than 500 natural and organic products ranging from chips and salsa to pasta sauce and peanut butter. They challenged us to create a distinctive name that would quickly communicate the health benefits and general deliciousness of the entire line. Ultimately, we landed on a name that let nature do all the heavy lifting.
Fibrance – naming a revolutionary technology for Corning
Corning has engaged Catchword to name numerous technologies and businesses, including Fibrance, an innovative light-diffusing fiber that you can bend, curve, and wrap around almost anything, while maintaining bright, beautiful, and uniform light. It enables decorative lighting to be designed or embedded into tight or small places where other bulky lighting elements cannot fit. Fibrance, a coining of fiber and vibrance, quickly telegraphs the product's key attributes and benefits.
Shomi - naming a new video streaming service for Rogers and Shaw
When Rogers and Shaw Communications, two of Canada’s biggest media companies, decided to launch a video-on-demand service, they knew they had to outperform Netflix. So, they hired a team of directors, screenwriters, and festival programmers to complement their recommendation algorithm, with the aim of reducing the time consumers need to find the right content. They asked Catchword to create a name to match, and Shomi got the part. Shomiis inviting, memorable, and playful—as distinct from Netflix as can be—and the underscore in the wordmark suggests infinite possibilities, and an end to aimless browsing!
Sunbird – naming a DCIM company and B2B platform for Raritan
When Raritan decided to spin off its Data Center Infrastructure Management (DCIM) software business, the company’s executive team and Catchword agreed that the name should steer clear of the “edgy tech” sound of its competitors and instead convey approachable confidence. Sunbird, a brightly colored songbird, is friendly and warm, yet fits comfortably in the tech space. It's easy to remember and a great springboard for visual identity. The implication of a bird’s-eye view reinforces that Sunbird’s solutions provide remarkable insight and vision.
Optane – naming Intel's revolutionary technology
Intel’s innovations pretty much define modern computers, so when they asked us to name a technology that would revolutionize memory, we knew this wouldn’t be a routine software-update-naming-project. Deploying 3D XPoint technology, Intel’s next-generation memory combines the plasticity and speed of RAM with the resilience and dependability of hard-drive memory. The name Optane—coined fromoctane, obtain, and optimum—conjures acquisition of blazing fast speed and the optimization of hardware, from personal laptops to servers.
Vudu – naming a popular media streaming service
From the moment we heard about this online movie service, it had us under its spell. Users can instantly stream an almost infinite library of HD movies on demand—as well as new releases—directly to their Xbox 360®, PlayStation® 3, Blu-ray™ player, HDTV, iPad®, or computer. And the crispness of the definition and richness of the surround sound makesVudu little short of … well, voodoo.
Javiva – naming a blended beverage line for Peet’s Coffee
Unlike most leading blended iced coffee drinks, Peet’s Coffee’s new line would be hand-made with freshly brewed East African roasts. Peet’s and Catchword agreed the name should convey the premium quality, flavor, and exhilaration of these icy refreshments, as well as Peet’s unique personality and unwavering commitment to freshness. The name Javiva was made to order. Long live freshly brewed java!
The Javiva line launched in March 2015 to rave reviews. And by June of 2015, the beverage had outperformed Peet’s previous blended drink by 67 percent in sales.
Reviews
the project
Naming Architecture & Product Naming for IT Services Company
"I would have to say the process they used was especially impressive to me."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I’m the Director of Product Marketing for a global technology company and online platform. We have both free and paid products for a variety of different users and buyers. I oversee product marketing for all lines of business.
For what projects/services did your company hire Catchword?
Our organization has been transitioning from a free online platform to a SaaS company, and we engaged Catchword to develop a naming strategy and architecture for our growing portfolio of products and services, including making recommendations for where to use descriptive versus proprietary names in our portfolio.
In line with that work, Catchword was also engaged to develop several proprietary brand names for key products in our portfolio.
What were your goals for this project?
Ultimately, our goals were to better understand how best to organize the products in our portfolio (including the way they relate to one another), develop a future-proof naming strategy and architecture for our portfolio, and create strong, distinctive brand names for the products for which proprietary names were recommended.
In addition, we were looking for a recommendation for how to utilize our company name at the product level (e.g., as an overbrand or endorser brand), and a system of names for different “tiers” of one of our key products.
How did you select Catchword?
We knew we needed to work with an agency - we needed a team with a depth of experience that could focus on the project. We evaluated 7-10 agencies. Our evaluation criteria had a few parts:
- Their understanding of our business and the unique challenges we were facing
- The clarity of their process to arrive at a strategy and names
- Experience in the SaaS and technology space
- The vast majority of the team worked for the agency directly (as opposed to being a group of freelancers).
Catchword met all these criteria and more. They were a standout from the first meeting and the evaluation committee all agreed they were the best fit.
Describe the scope of their work in detail.
Catchword provided both naming strategy/architecture and creative name development services to our organization. Phase 1 of their process involved an extensive discovery phase including materials review, an industry audit, and numerous stakeholder interviews.
That discovery work was followed up by a series of brainstorms and presentations of naming strategy and architecture options, refinements to our preferred strategy and architecture, and a recommendation for where to use to brands in our portfolio and where to use descriptive nomenclature.
Once we had gained internal consensus around a specific strategy and plan for product naming, Catchword engaged in the development of proprietary names for two different products in our portfolio, and an exploration of naming systems for our product “tiers.” All told, the engagement lasted approximately 4 months.
What was the team composition?
While we understand Catchword has a team of account, strategy, and creative personnel, we worked directly with one of the agency’s partners and a senior strategist. Both were excellent—smart, responsive, and very easy to work with. I was confident having them run discussions with senior level leaders in the company.
Can you share any outcomes from the project that demonstrate progress or success?
Our project is nearing completion and already we’re extremely happy with the decision to work with Catchword. From the upfront research to inform their strategy recommendations to the name ideas they’ve developed for our products, they’ve demonstrated tremendous expertise, intelligence, and creativity.
With just a few small tweaks, their naming strategy recommendation was overwhelmingly supported by our core team, and the product name ideas they’ve developed have been very thoughtful, creative, and surprising (in a good way).
How effective was the workflow between your team and theirs?
Workflow was seamless. Our contacts were always available to us, extremely responsive, and excellent at keeping us apprised of their team’s progress, next steps, and when we could expect deliverables.
From the outset, they felt like an extension of our team, like colleagues we had worked with for years. Culturally speaking, we “clicked” with them, and it made for a really smooth, friendly, truly enjoyable collaboration.
They were also very quick and effective at digesting our input on the strategic work and turning around updated schematics for our review and approval.
What did you find most impressive about this company?
Catchword really lived up to their reputation as one of the real leaders in naming. If I had to say what impressed me most, I suppose it would be their process. It really reflected years of experience doing this sort of work, thinking through naming strategy and architecture issues, and having a plan for how to address surprisingly complex naming related questions.
And the way the strategy piece informed the actual name development work they did was also very impressive. While it was two distinct phases of work, it felt very cohesive, and it was interesting how the learning’s in their phase 1 strategy work provided the foundation for their phase 2 name development work.
It all really just came together very well. I would have to say the process they used was especially impressive to me.
Are there any areas for improvement?
Not that I can think of.
the project
Branding & Name Ideation for Digital Solutions Provider
"They were great and exactly what we were looking for in a naming partner!"
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Global Marketing Director for a large digital customer experience and IT services provider.
For what projects/services did your company hire Catchword?
We're a global company with offices in 20 different countries and over 50,000 team members around the world.
As we continue to grow both organically and via acquisitions, we decided to engage a naming firm to provide an outside perspective on our name, including the descriptor we use in combination with it, and make a recommendation for whether to retain our current name and descriptor or change one or both.
What were your goals for this project?
Our objective was to gain insight into the equity of our current name and the appropriateness of it given our expanding and shifting business. In addition, we were looking for a perspective on the potential for confusion with our parent company that goes by the same name but services a different market than we do.
Ultimately, we were looking for a recommendation on whether to keep our current name (and descriptor), change one or both to something else, and if so, creative help in developing name and/or descriptor options.
How did you select Catchword?
Alternative agencies / partners were considered (shortlisted / found via internal recommendations and Google search). Catchword had an impressive list of other tech brands as clients and were extremely responsive and flexible in their approach. They were the perfect fit and best selection for our needs.
Describe the scope of their work in detail.
Catchword’s work involved a considerable amount of discovery, pouring over all relevant business, branding, and marketing documents we provided to them and speaking with approximately 25 senior executives, including the heads of our European, Central American, and Asian markets and folks in sales, operations, marketing, and other roles.
Based on their understanding of our objectives, they developed an extremely thoughtful and comprehensive questionnaire template which they customized for each stakeholder interview based on the executives’ role within the company.
It was clear they had done this sort of work before and had a plan for how to obtain the data they needed to make their recommendation. As their primary point of contact in the organization, I felt extremely comfortable with them and confident they were getting what they needed from our internal teams and that the process would advance smoothly. And it did.
After they completed their materials review and stakeholder interviews, they came back with a recommendation. The recommendation was extremely well supported and we engaged them to develop a range of new descriptors for our consideration.
That process included the creation of a set of parameters for descriptor exploration and the development of over 500 descriptor options, including real words, initialisms, and other constructs.
Frankly, it’s incredible how many different ways they came up with to speak to our business and help differentiate our company from our parent company. It was a really impressive combination of creativity and thoroughness.
What was the team composition?
Our day-to-day contacts were Mark Skoultchi, one of the agency’s partners, and Laurel Sutton, a senior strategist on their team. However, we know there were others who contributed to the project behind the scenes, including other strategic personnel and creative associates who developed the descriptor options.
It’s worth mentioning that we felt extremely comfortable working with Mark and Laurel. Both were extremely responsive, highly organized, insightful, and enjoyable to work with.
Can you share any outcomes from the project that demonstrate progress or success?
While we haven’t made a final decision on a way forward yet, we feel Catchword added exactly the value we were looking for, and we’re extremely impressed with their process, the way they articulated and rationalized their recommendations, and the creative descriptor ideas they developed.
In the coming weeks we’ll be returning our attention to those descriptor options and most likely adopting one of Catchword's recommended solutions.
How effective was the workflow between your team and theirs?
As I mentioned, Mark and Laurel were great. From the outset, we felt extremely comfortable with both of them and confident they would lead the project effectively and smoothly.
They were quick to respond to email, always available for video calls (even on a moment’s notice), and excellent at keeping us up to date on their progress and next steps.
They also did a great job of providing drafts of their thinking and deliverables for review by me and our core team before sharing anything with the wider group, so we were always in the loop and had an opportunity to suggest changes if necessary.
What did you find most impressive about this company?
Catchword really delivered on all fronts! They were a great strategic and creative partner, meticulous in their research and discovery, thoughtful and smart in developing their recommendations, and remarkably creative in imaging alternative descriptors for use with our company name.
Even though we realize Catchword has considerable experience thinking through naming strategy issues (it’s one of the key reasons we hired them), we suspect our situation (and our “ask”) was somewhat unique, even for them, and they did a wonderful job of addressing our challenge and presenting us with a well supported and extremely thoughtful set of recommendations.
In short, we wouldn’t hesitate to recommend them to other companies (especially large, global companies with complex internal teams) looking for an agency to help with naming strategy issues.
Are there any areas for improvement?
Really nothing. They were great and exactly what we were looking for in a naming partner!
the project
Product Portfolio Naming for Cyber-Security Company
"Catchword joined and elevated our team to deliver what we need to improve our business."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the global CMO for SecureAge Technology, a cyber-security company based in Singapore.
For what projects/services did your company hire Catchword?
We have a long history of satisfied customers in Asia but have struggled with communicating the value of our products in other regions. We wanted to create an opportunity to talk about our approach to cyber-security in a way that is natural and simple.
What were your goals for this project?
Review our philosophy and products to decide how to best talk about what really matters. Identify new names and phrases to best convey those concepts to a global audience.
How did you select Catchword?
We did some research on Clutch and other places and scheduled a very few conversations. I selected Catchword along with our COO based on two primary factors.
First, we wanted a partner who could deliver the goods - someone with a long history of working with companies in our industry and making them better. Second, we wanted a partner who was flexible enough to match our pace and experience level; we wanted to learn and grow along the way.
Describe the scope of their work in detail.
Catchword reviewed our entire product portfolio and recommended where we should focus our efforts. Catchword developed themes and names for these select areas and guided us in the trademark filing process in the many countries that we identified.
What was the team composition?
We worked directly with two specialists from the beginning to the end. They were always attentive and available and consistent and went well beyond the scope of the work on numerous occasions because they saw that we needed it.
I managed the discussion along with our COO, involving our marketing team and passing over greater responsibility to them as we went.
Can you share any outcomes from the project that demonstrate progress or success?
We aligned on how to present our products to a global audience in a way that gave confidence to our internal stakeholders. Our leadership bought into the process and recognizes that this was time and effort well spent. We can't wait to reveal our work to the world in 2021.
How effective was the workflow between your team and theirs?
We met with Catchword for multiple rounds over 7 months as described in their initial proposal - there were no surprises. We were slow to meet our commitments along the way and Catchword was patient and helpful every time we got stuck.
What did you find most impressive about this company?
Although they were patient and helpful along the way, they were also firm when we needed it - there was no pandering to the client. Catchword joined and elevated our team to deliver what we need to improve our business.
I always looked forward to the briefings and presentations as the tone was just right and I learned something every time.
Are there any areas for improvement?
Nothing comes to mind.
the project
Naming Services for Consumer Goods Firm
"Their process was thorough and got to the core of what we were looking for. "
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Senior Director at a manufacturing company located outside of New York City
For what projects/services did your company hire Catchword?
We are launching a new innovation and are looking at a name for the technology.
What were your goals for this project?
To develop a name that can be relevant across multiple categories and drive instant recognition at shelf of quality of the product inside the package.
How did you select Catchword?
We RFP'd multiple agencies and were most impressed with their process.
Describe the scope of their work in detail.
They developed naming options for us around multiple platforms so we could see what would resonate best in the marketplace. They went very deep and ultimately we had over 1,200 names to vet to get to a strong short list to test.
What was the team composition?
We worked directly with a partner of the agency. He was very attentive and made sure he addresses any questions or concerns we had and were happy with the ongoing work.
Can you share any outcomes from the project that demonstrate progress or success?
While the innovation hasn't launched yet, we tested a short list of 20 or so names and we were thrilled that we had many strong options and even more surprisingly, no losers at all.
How effective was the workflow between your team and theirs?
It was great! They were always very responsive and would adapt to our internal pace as needed at any given time.
What did you find most impressive about this company?
Everything. Their process was thorough and got to the core of what we were looking for. They were willing to explore additional avenues when that was requested by key executives. And they are just a great team that I would be excited to work with again.
Are there any areas for improvement?
No - They were fantastic just as they are.
the project
Naming & Branding for Midsized Credit Union
"I can't stress enough the quality of work that Catchword has provided us so far."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
My company is a medium-sized credit union. I am the Creative Services Manager in the marketing department.
For what projects/services did your company hire Catchword?
We hired Catchword to help us identify what a new name for our company might be. Some of our recent data show that there is a lot of brand confusion in our area... we don't stand out from the crowd. Because of this, our team decided it was worth an exercise in Renaming.
What were your goals for this project?
We wanted to leave no stone unturned when it came to the possibilities of a rebranding project, which starts with a new name.
How did you select this vendor?
We identified several vendors through both word-of-mouth recommendations and online search/reviews. Some of our criteria included quality of business reviews, quantity of names, price range, and timeline. After having virtual meetings with the top 5 vendors, Catchword quickly rose to the top. Their personality, work/proposal, and confidence was a great match for the company I work for.
Describe the scope of their work in detail.
We used Catchwored primarily for name generation. Catchword provided a springboard document for our kick-off meeting. They used our research and data (cause we had it) to provide us with some parameters. We added a few more based on our company's preferences.
After that, they went to work, generating 100's of names (based on our proposal agreement). There were a couple of rounds of review, where Catchword went through their name options and we said yay or ney, until we came up with a shortlist. They then provided a paragraph rational on how the name options could come to life if we were to choose them.
Their team also did a preliminary trademark and google search, we found this to be extremely helpful, and also matched what our attorneys found. Catchword was a pleasure to work with.
What was the team composition?
I worked directly with their partner, Mark. He handled everything from coordinating meetings, presenting options, and providing us with guidance and suggestions.
Can you share any outcomes from the project that demonstrate progress or success?
We are currently (still) in the internal deliberation of our final two name options. Catchword did such a great job, we are now having difficulty deciding which name would be the better option to proceed with, as they both fit our needs while resonating with our members.
How effective was the workflow between your team and theirs?
Catchword was very easy to work with. They were on schedule, and flexible to our changing needs, especially with "COVID happening" in the middle of our project.
What did you find most impressive about this company?
Company personality + quality/quantity of results = Impressive I can't stress enough the quality of work that Catchword has provided us so far. We will be hiring them for other future projects.
Are there any areas for improvement?
Honestly... Catchword has this process in the bag. It was a pleasure to work with them.
the project
Naming for Job Listings Platform
"Catchword is geared towards problem-solving for their clients."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the senior director of global product marketing of a job platform.
What challenge were you trying to address with Catchword?
We engaged Catchword to help with specific naming projects. We wanted to develop names for new products the company was launching and to set up a naming methodology for the organization.
What was the scope of their involvement?
The first way we engage Catchword is in a typical consulting fashion. We had a few high-profile product launches coming up. We brought them up as an expert to run a few workshops with the relevant teams and advise us on how to strategically think through the naming project for a particular product area. After that, they delivered a few naming options for us.
Second, Catchword has helped us think through the general principles of creating a set of standardized guidelines within the company for naming any product in any area or department. This didn’t have any hard deliverables. It required them to help us think about the composition of our company and the practicalities, like how much operational lift a particular process could entail. They also helped us do competitive research, learning what other companies do to solve the same problems we’re facing.
What is the team composition?
We have one point of contact: Laurel (Strategist).
How did you come to work with Catchword?
Catchword was identified before I joined the project. I believe they went through a lightweight RFP process with the team that was overseeing the project previously. I met with them before we engaged, and they seemed smart, approachable, and easy to work with.
How much have you invested with them?
We’ve spent around $50,000–$100,000.
What is the status of this engagement?
We started working together in late 2019. They’re staying on with us for any naming engagements we may need.
What evidence can you share that demonstrates the impact of the engagement?
Their work serves the purpose that we need. I’ve worked with several different naming groups, Catchword is a great partner because they work quickly, can clarify an abstract type of work, and are cost-effective. In fact, they’re better at keeping tabs on our spending than we are.
How did Catchword perform from a project management standpoint?
They always meet deadlines without coming in early. We communicate over the phone, email, and video conferencing. They also can work with different groups across our organization. Because we have just a single point of contact, Catchword’s communication is streamlined. That contact can talk to several departments within our company at once. It’s nice to have continuity on their side.
What did you find most impressive about them?
I admire their practical way of working. Catchword is geared towards problem-solving for their clients. They also were able to quickly adapt to the way we work, so there was very little time spent onboarding.
Are there any areas they could improve?
The only thing that would make Catchword even more perfect is if they were more proactive about suggesting strategic ideas. We haven’t asked them for that; I’d like them to offer it prompting. However, that’s really not an issue.
Any advice for potential customers?
Be very open and honest from the start about what you’re looking for. Laurel is extremely professional and unemotional, which lets us be very transparent with her. We have a really positive working relationship as a result.
the project
Branding for Medical Hair Growth Device
"They are like distillers - taking the whole mix down to its most potent, key components."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
I am the owner and sole proprietor of a medical device company that is in the process of developing and manufacturing our first product. I am also a busy doctor with her own practice. After 15+ years, we have established a reputation for world class service and expert credentials throughout our industry.
For what projects/services did your company hire Catchword?
We needed help with naming our consumer medical device. This was no ordinary naming project though, since this device will treat a condition that is often hidden by those who suffer from it. So it had to be memorable, yet subtle - friendly, yet clinical. The name had to convey efficacy without seeming intimidating. It had to flow seamlessly into branding, and inspire confidence. It had to be...a super-name. Doctors get used to being good at whatever they try. They are high achievers - which is how they got into medical school in the first place. But those smarts fail when it comes to specialized tasks like this. It would have been a classic physician fallacy for me to imagine I knew what I was doing when it came to marketing, branding, or NAMING my device. Catchword gently, but firmly, established their credibility in this project, and expertly brought us in for a soft landing on firm, solid, "naming" ground.
What were your goals for this project?
Our goals were to find a name that fulfilled our multiple and sometimes conflicting needs. This name would set the tone for our branding, for future product development, and for the marketing strategy. No small feat!
How did you select this vendor?
We had the inside track to the owner of this business having met the owner before on several occasions - well before we ever considered that we might need such services. The reputation was impeccable. Previous customers were enthusiastic. There are few dedicated, experienced professional naming practitioners who are independent and discreet enough to handle almost any naming project - and CatchWord is the at the top of the pack.
Describe the scope of their work in detail.
The process began with a review of the product. All aspects of current design and competitors products were reviewed. We talked about the hopes for the product, the design challenges, and the emotions we wanted to evoke with the name. There was an overview of how the process worked, a review of how we could contribute best, and a run-down of the expected deliverables including Round 1 and Round 2 name lists.
What was the team composition?
I worked directly with Maria, the owner. She and I then conferred independently with our own teams, and reconvened meetings as needed.
Can you share any outcomes from the project that demonstrate progress or success?
The final name list was short enough to be manageable and long enough to provide options. In the end this worked well since we ended up having IP issues with a few of our favorites, but she had provided additional versions of the same option which we then pivoted to incorporate. It was one of these options we eventually settled on.
How effective was the workflow between your team and theirs?
Catchword was timely and responsive. Phone calls and emails were promptly returned. Meetings were easy to schedule and efficient. We typically used Zoom to meet.
What did you find most impressive about this company?
This way the names were categorized into specific emotive categories was impressive. They seemed to understand what we were going for in our product and be able to articulate it based on our clumsy efforts to explain. They are like distillers - taking the whole mix down to its most potent, key components.
Are there any areas for improvement?
I cannot identify any.
the project
Naming Services for Precision Medicine Co
"Their level of dedication to the success of their clients was impressive."
the reviewer
the review
The client submitted this review online.
Please describe your company and your position there.
Precision medicine company focused on genomic testing for cancer.
For what projects/services did your company hire Catchword?
We needed help in selecting a new corporate name for the company.
What were your goals for this project?
We wanted to select a name that reflected our team and values, while also differentiated us in a crowded market of competitors.
How did you select this vendor?
We interviewed several agencies and Catchword understood the issues we were facing the best. They didn't try to make the project bigger than we wanted i.e. many companies really wanted to do the messaging and not the naming work and focused their proposals on that. Their methodology fit well with our culture and timelines were very reasonable.
Describe the scope of their work in detail.
Discovery sessions with our team to define our brand elements, a round of name creation on their side resulting in several name possibilities, and several rounds of refinement on our side to get to final possible names.
What was the team composition?
I worked with a company Partner.
Can you share any outcomes from the project that demonstrate progress or success?
While we are still working name possibilities through legal, we are very happy with the names Catchword provided to us. They reflect well on the company and the process was a very pleasant one.
How effective was the workflow between your team and theirs?
Our partner frequently checked in with us and we met weekly during the course of the project. He still checks in with us to see how we are doing moving through the legal process.
What did you find most impressive about this company?
Their level of dedication to the success of their clients was impressive.
Are there any areas for improvement?
None
the project
Product Naming for Accounting Firm
"Their ability to stretch across industry and discipline set them apart."
the reviewer
the review
The client submitted this review online.
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.
For what projects/services did your company hire Catchword?
We needed an agency that would become a true extension of team and welcome all size naming projects.
What were your goals for this project?
Create and sell in names that align with our organization's overall approach to naming, while meeting business needs.
How did you select this vendor?
Catchword came recommended. We had an initial get-to-know you conversation and piloted a few projects...the rest is history...
Describe the scope of their work in detail.
It all starts with writing the brief. Sometimes Catchword takes it direct from the business stakeholders, other times direct from my team and I to gain a true understanding of the criteria. We co-develop the recommendations and together present the work. Cathword takes the lead on building the presentations and prescreening names for legal conflict.
What was the team composition?
Mark (principal, Catchword) and Laurel (senior strategist, Catchword).
Can you share any outcomes from the project that demonstrate progress or success?
Always a fluid process working together, never afraid to ask questions or push our thinking, recommendations consistently creative and on brief, attention to detail is unmatched. We continue to receive very very very positive reactions from our internal stakeholders and names are in use!
How effective was the workflow between your team and theirs?
Extremely!
What did you find most impressive about this company?
Their ability to stretch across industry and discipline set them apart.
Are there any areas for improvement?
None!
the project
Naming Services for Life Sciences Platform
“It was refreshing to work with Catchword; they clearly put a lot of thought into all of their deliverables."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I am the senior VP of sales and marketing at Purigen Biosystems. We're an emerging company in the life science industry based in Pleasanton, California. Our team is developing a new platform for nucleic acid purification that we will launch before the end of 2019.
What challenge were you trying to address with Catchword?
We needed to generate and identify a brand name for our new platform. In previous companies I've worked for, naming and branding has been handled internally; however, in this case, we decided to work with a consultant.
What was the scope of their involvement?
I talked with Mark (Principal & Project Lead, Catchword) over the phone a couple of times to provide him with background on our company, technology, and project. He interviewed key members of our leadership team for about an hour or so to get a broader perspective of our company and its culture. I then provided Mark with more detailed information about the market, upcoming products, the field we'll be selling to, as well as the competitive landscape.
Mark digested all of that and developed a creative brief along with an outline of the process we'd be following. The Catchword creative team then developed a little over 100 names, 30 of which were recommended. We voted on them and, after several followup discussions, we decided on a shortlist of seven names. Following a full trademark search using an external lawyer, we selected a name and applied for trademark registration.
What is the team composition?
We worked directly with Mark. Obviously, the creative team at Catchword was involved, but we did not work with them directly.
How did you come to work with Catchword?
I identified five consulting companies that we could potentially work with based on previous experience, recommendations from peers, and a web search. After interviewing five companies, I reviewed their proposals with the executive team. We selected Catchword based primarily on their process. Their process seemed to strike a good balance between providing enough names to make it likely that we could identify multiple solid candidates, while not burying us in hundreds of names that would take too long to work through.
How much have you invested with them?
We've spent $10,000–$49,999.
What is the status of this engagement?
Our naming project with Catchword ran from July–October 2019. We're now working on a tagline.
What evidence can you share that demonstrates the impact of the engagement?
We’re launching our project next month, so we don’t have external feedback yet, but everybody involved within the company was impressed with the process and result. Mark involved us in every step of the process, which informed us of the progress that had been made and also built confidence that Catchword understood explicitly what we wanted. Mark always made sure we could course-correct along the way.
How did Catchword perform from a project management standpoint?
Mark helped keep us on track, which was very helpful as we're a pretty small team working in a fast-paced environment. Catchword delivered on the agreed-upon timeline and managed the product well.
What did you find most impressive about them?
When Catchword came back with a list of names, I think the Purigen team was a little anxious as to what we might get; product naming is not easy, and getting consensus is hard. Everyone was pleasantly surprised, as Catchword had clearly thought through each and every name, and they were able to briefly talk through why they liked each one and thought it spoke to our company and product. It was refreshing to work with Catchword; they clearly put a lot of thought into all of their deliverables. We had a positive experience.
Are there any areas they could improve?
I was somewhat nervous that Mark seemed to be the only person I talked to, but clearly there’s a lot of horsepower working behind the scenes. It ended up being fine for us because everything we communicated to Mark made its way back to the creative team, because the feedback was incorporated into their next round of work. Working with just Mark ended up not really being an issue; in fact, it likely helped to streamline the process.
Do you have any advice for potential customers?
We provided Catchword with a lot of information at the start of the process, and although that took time and generated a lot of questions and followup, I think it helped the process move more smoothly. I believe it enabled them to really focus on ideas that spoke to our technology and the areas in which it's differentiated from the competition. Catchword likely doesn't do too many projects in the life science field, but they clearly understood what was different and distinct about our product and technology.
The project is almost complete and the company's internal team is happy with the work that the Catchword team has done so far. The team's research and recommendations show their expertise, intelligence, thoughtfulness, and creativity. The company feels that the team lived up to their reputation.