#1 Naming Agency on Clutch (2017, 2018, 2019)

Gold
VERIFIED

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.

 

 

 
Undisclosed
 
Undisclosed
 
2 - 9
 Founded
1998
Show all +
Oakland, CA
headquarters
  • 409 13th Street, 12th Floor
    Oakland, CA 94612
    United States
other locations
  • 10 Jay Street, Suite 202
    Tenafly, NJ 07670
    United States

Portfolio

Key clients: 

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

 

Naming wearable fitness trackers for Fitbit Image

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.
Car naming for Volkswagen Image

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. 
 
Beverage platform naming for Starbucks Image

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 Refreshersconveys 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 Image

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 Image

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 Image

Mochidoki – Winner of an LIA for excellence in Verbal Branding

Mochidoki – naming a premium confectionary product

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.
Upwork – company naming for oDesk and Elance Image

Upwork – company naming for oDesk and Elance

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 Image

Artisan Chicken Sandwich – naming over 10 food & beverage items for McDonald's

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 Image

Crazy8 – retail brand naming for Gymboree

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 Image

Clover Health – naming a new health insurance company

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 Image

Nature's Promise – naming a family of organic products for Ahold USA

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 Image

Fibrance – naming a revolutionary technology for Corning

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 Image

Shomi - naming a new video streaming service for Rogers and Shaw

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 Image

Sunbird – naming a DCIM company and B2B platform for Raritan

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.
Refreshers - naming a beverage platform for Starbucks Image

Refreshers - naming a beverage platform for Starbucks

Refreshers - naming a beverage platform for Starbucks

Made with green coffee extract and fruit juices, Starbucks’ line of sparkling cold beverages packs a natural, revitalizing punch. The nameRefreshers 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.
Optane – naming Intel's revolutionary technology Image

Optane – naming Intel's revolutionary technology

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 Image

Vudu – naming a popular media streaming service

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 Image

Javiva – naming a blended beverage line for Peet’s Coffee

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

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Brand & Name Creation for Life Science Services Platform

"Catchword has a reputation for excellence in brand and naming efforts."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Apr. - Oct. 2018
Project summary: 

Catchword crafted a new name for a life sciences provider. The name needed to capture the company's essence. The team assisted with a broader branding initiative. 

The Reviewer
 
1,001-5,000 Employees
 
Chicago, Illinois
Sarah Zwicky
Chief Marketing & Corporate Communications Officer, EVERSANA
 
Verified
The Review
Feedback summary: 

The team at Catchword delivered a brand name that received positive reactions from stakeholders and clients. Their communicative team produced work on time and budget. Their quick execution complemented their professional management style. 

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am the Chief Marketing & Corporate Communications Officer at EVERSANA, the leading independent provider of global services to the life science industry

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We hired Catchword to help us come up with the perfect name for our brand new company!

What were your goals for this project?

We needed to find that perfect name that captured the essence of our company, including our cultural beliefs, differentiated value prop and increasing global footprint - and we needed it FAST!

SOLUTION

How did you select this vendor?

Catchword has a reputation for excellence in brand and naming efforts. We knew they were the firm to work with!

Describe the scope of their work in detail.

Our scope was broad and it needed to be executed quickly. At that time, we were integrating more than five companies into one new brand. Our services were expansive and our business was unlike any other in our sector. We needed a name that captured attention, was true to our vision and would thrive in every corner of the world. Catchword led us through the whole process... starting with thousands of names and landing on the perfect one.

What was the team composition?

I worked directly with Catchword's top leadership and at every step of the project, Mark was engaged and ensured the best results.

RESULTS & FEEDBACK

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

We launched "EVERSANA" and the reaction from all of our key stakeholders, including employees, clients and prospects, was overwhelmingly positive. Plus the project was on time and on budget!

How effective was the workflow between your team and theirs?

It was perfect. Great communication at every step of the project and Catchword is the master at managing multiple stakeholders int eh project.

What did you find most impressive about this company?

Quick, flawless execution!

Are there any areas for improvement?

No, keep up the great work.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Naming Services for Healthcare IT Company

"They possess the unique ability to see from every team member's point of view."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. - Aug. 2019
Project summary: 

Catchword provided naming services for a healthcare IT company. Their team met with stakeholders, gathered market data, prepared a shortlist, and met with the legal team.

The Reviewer
 
201-500 Employees
 
San Francisco, California
Chris Hansen
Sr. Director of Marketing, First Databank (FDB)
 
Verified
The Review
Feedback summary: 

While current options are still being weighed, Catchword provided useful and creative names for consideration. Their team successfully manages projects to create a steady workflow for both teams. They are innovative, organized, and quick-learners.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am the Sr. Director of Marketing with a medium-sized healthcare IT-related B2B company located in Northern California.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We needed assistance with the renaming of a product line whose current name does not completely reflect its brand or the value proposition it brings to a variety of target audiences.

What were your goals for this project?

Rename the product as described in the answer to the previous question. Gain agreement among various internal stakeholders.

SOLUTION

How did you select this vendor?

We evaluated and interviewed three agencies that specialize in product naming.

Describe the scope of their work in detail.

Deep dive to understand product positioning, target audiences, challenges, value, and scope of the problem. Several rounds of meetings with various stakeholders to provide suggested names, gain feedback and discuss pros and cons. Narrow down names to short list. Pre-screen short list of desirable names and interface with internal legal team.

What was the team composition?

Representatives from marketing, product management, sales and executive leadership.

RESULTS & FEEDBACK

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

Narrowed numerous options down to seven names that are now being screened for trademark registration opportunities. No outcome yet on the final selection.

How effective was the workflow between your team and theirs?

Excellent workflow, especially with a team of seven or eight people from our company involved. Catchword worked through a single project manager/point of contact to help manage the rest of the team and worked through the name concepts and discussion/debates in a constructive and productive manner. Meeting facilitation was extremely organized and well-presented.

What did you find most impressive about this company?

Fast learners - particularly of complex product concepts. They possess the unique ability to see from every team member's point of view. Ability to reflect team members' ideas in a creative manner. The have many creative and useful ideas.

Are there any areas for improvement?

Honestly, I cannot think of any.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Always on deadline. They kept us in sync with the desired pace. Never a problem scheduling. Always responsive.
  • 5.0 Cost
    Value / within estimates
    In line with what we would expect for this type of service.
  • 5.0 Quality
    Service & deliverables
    Useful, practical and creative work. Process was smooth and efficient.
  • 5.0 NPS
    Willing to refer

Naming Framework for Networking Company

"They immediately assimilate into solving the problems our team is facing."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Sept. 2018 - Ongoing
Project summary: 

Catchword developed a product naming framework and provided consultation on future project strategy.

The Reviewer
 
5,001 - 10,000 Employees
 
Sunnyvale, California
Brand Director, Networking Solutions Company
 
Verified
The Review
Feedback summary: 

They’ve helped push successful product lines through to market and their work has received positive feedback from analysts. Catchword is a good problem-solver and they maintain a balance between what is optimal and what is pragmatic.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I'm the brand director for a global networking company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We needed them to help us develop a product naming framework that would do two things: make the current product set more clear and coherent and send us to sort of a better place for the future product roadmap.

SOLUTION

What was the scope of their involvement?

The first stage was figuring out where we were. Our product portfolio included a couple of different kinds of software as well as a hardware portfolio. They figured out the status of those items and where our current corporate transformation projects were headed in the future.

Then, they figured out where we wanted to end up and the most practical way to get there over time. A lot of it was shoulder-to-shoulder, joining us at an internal meeting or doing interviews with key stakeholders internally. We did various rounds of testing along the way. Either they executed it specifically, or we worked together on the design and then used our vendors or research tools.

What is the team composition?

We usually worked with two or three team members and had a main point of contact.

How did you come to work with Catchword?

We did a Google search for the best naming companies in the US and they hit multiple top 10 lists. We went from there and narrowed it down to Catchword.

How much have you invested with them?

We expect to spend around $75000–$100000 per year.

What is the status of this engagement?

We started working together in September 2018 and the engagement is ongoing.

RESULTS & FEEDBACK

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

Some of our products are in the market, which is a good sign that we’ve reached an internal alignment. We wouldn’t launch without external validation. We’ve received positive feedback from analysts.

How did Catchword perform from a project management standpoint?

Their project management is very good and we’ve never had any issues. We communicated through email and had recurring team update meetings.

What did you find most impressive about them?

They immediately assimilate into solving the problems our team is facing. They also maintain a balance between strategy and practicality. Product naming is difficult because you want to be 100 percent strategically on point, but you can never exactly do what you want to do because of tons of different constraints.

Are there any areas they could improve?

No, I can’t think of anything.

Do you have any advice for potential customers?

It’s helpful to think of them less as a product partner and more of a strategic partner. I wish we’d embedded them within our team more from the start. We found the idea of a discrete project was not the right approach. It’s better to embed them so they can help answer questions of future development and strategy.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They’re always on top of things.
  • 5.0 Cost
    Value / within estimates
    I can't imagine getting the level of service that we get for less than we paid.
  • 5.0 Quality
    Service & deliverables
    They deliver in a spot where we can take it and run with it immediately.
  • 5.0 NPS
    Willing to refer

Naming for Data Analytics Solutions Provider

"Catchword demonstrated incredible expertise in naming. Every name they offered had a story behind it."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. - Jun. 2019
Project summary: 

Catchword provided name services for a SaaS company looking to expand its future product offerings. After consulting a variety of documents, they suggested a list of names and sought feedback at each step.

The Reviewer
 
51 - 200 Employees
 
Denver, Colorado
Matt Talbot
CEO, GoSpotCheck
 
Verified
The Review
Feedback summary: 

The final naming choice has yet to launch, but Catchword’s work arrived on time and met all requirements. Responsive, dedicated, and personable, they led a smooth, in-depth workflow. Customers can expect a team that delivers thoughtful naming options at outstanding value.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of GoSpotCheck. We’re a SaaS company that’s building a mobile application for mobile workers to capture data, complete tasks, and have access to a real-time reporting engine.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

Our name is very literal and tactical regarding our core product. We’re now expanding our product suite, and we wanted a parent identity that would incorporate all of our offerings and give us room to evolve.

SOLUTION

What was the scope of their involvement?

Catchword led a purely naming project. They walked us through an elegant and easy-to-understand process and informed us of the expectations involved in each step. The team’s thorough approach assured us that we were in good hands.

We then had a working session every 1-2 weeks depending on where we were in the project. The first two sessions were spent getting to know our company. Catchword went through an enormous amount of materials, including presentations, investor letters, customer testimonials, sales decks, videos, and product demos. They then interviewed our founders to understand what makes our people tick. 

After that, they went through an iterative and well-defined process in each meeting. Catchword’s team presented a selection of names and the explanation, emotive sentiment, and branding opportunity behind each. We narrowed hundreds of names down to the best 20 from each batch, and we then further whittled it to a final selection. There was plenty of time for feedback at each step.

What is the team composition?

We interacted with two client-facing employees. They were there for every call and served as our points of contact. One owned the communication and day-to-day while the other became the creative lead. I’m not sure how many people worked behind the scenes on our project.

How did you come to work with Catchword?

We did an extensive search for a partner because we had a well-defined problem. We used an internal scoring system that examined an agency’s track record with similar projects and similar clients to us, their aesthetics and sensibilities, and our interactions with their employees. After considering a broad spectrum of organizations, we landed on Catchword. Their team showed a high level of expertise, responsiveness, and professionalism in every interaction. They’ve also worked with high-growth technology companies like us. These factors pushed us to select them.

How much have you invested with them?

We spent about $25,000–$50,000. 

What is the status of this engagement?

We worked together March–June 2019.

RESULTS & FEEDBACK

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

We have yet to implement the names for internal reasons, but we’re happy with the choices we landed on. We went in with high expectations, and Catchword’s work far exceeded them. Our collaboration was smooth as well; the team was easy to work with, responsive, and highly organized from start to finish. We couldn’t be happier with how the project went.

How did Catchword perform from a project management standpoint?

We’ve worked with many outside agencies over the years, and it’s tough to find one that nails project management. Catchword stood out because they laid out the timeline in advance and stuck to it for every deadline. Communicative and deliberate, they supplied notes and agreed-upon dates after each meeting. We always knew when something was expected on our end, and we never felt that the team wasted our time. We track the project internally using Asana, but we mainly coordinated with Catchword using email and our calendar.

What did you find most impressive about them?

Catchword demonstrated incredible expertise in naming. Every name they offered had a story behind it. They walked us through the meaning behind each suggestion as well as the branding and marketing opportunities within. It was incredible well-thought out, which impressed me.

Are there any areas they could improve?

This is one of the easier and more impressive projects I’ve been a part of over the years. Catchword is highly professional and approachable. I can’t think of anything negative to say about them.

Any advice for potential customers?

Catchword is fantastic at listening. Share as much as you can about your business, vision, and goals, and they will be more effective at their jobs.

5.0
Overall Score I highly recommend Catchword. If we ever have any other naming considerations, I'll go right back to them
  • 5.0 Scheduling
    ON TIME / DEADLINES
    We didn't miss a single deadline over a four-month-long project.
  • 5.0 Cost
    Value / within estimates
    They were more expensive than the other agencies we considered, but we received a tenfold value in comparison.
  • 5.0 Quality
    Service & deliverables
    Catchword delivered everything on time, and everything was of extremely high quality.
  • 5.0 NPS
    Willing to refer

Product Naming for Sports Management Solutions

"We had a fantastic experience working with Catchword."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Oct. 2018 - Mar. 2019
Project summary: 

Catchword was hired to name a new product for a sports management solutions service that was expanding their customer base. The team provided a list of names with pros and cons before conducting an audit.

The Reviewer
 
10,000+ Employees
 
Minneapolis, Minnesota
Jody Vogelaar
VP of Marketing, SportsEngine, NBC Sports Group
 
Verified
The Review
Feedback summary: 

Market reactions to the new name have been positive. Sales goals are also being met. Working with Catchword is a seamless and efficient experience. Their customer service approach supplemented their professional management style. Expect a skilled and responsive team that meets deadlines.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

SportsEngine is the leading provider of youth sports technology and sport relationship management solutions, serving millions of coaches, parents, athletes, clubs, and leagues. I lead the marketing, design, and content teams.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We hired Catchword for naming a new product.

What were your goals for this project?

In 2018, we expanded our capabilities to serve a broader customer base in youth sports, specifically software to serve studio and classroom-based sports. Working with a compressed schedule, we needed a new name for the product launch.

SOLUTION

How did you select this vendor?

I worked with Catchword at my previous company when I put them in charge of renaming a product lineup. I had a fantastic experience. During the RFP process, I also found them to be an overall excellent value.

Describe the scope of their work in detail.

We provided Catchword with an overall brief that outlined the market dynamics and our overall objectives. After grasping the market and landscape, they began the process of producing a detailed consultation on various naming approaches, finding the pros and cons of each. From there, their team conducted an extensive audit of potential names and shortlists of recommendations. Catchword worked closely with our executive and research teams, even hosting focus groups, to iterate back and forth until landing on a desired course of action.

What was the team composition?

We worked directly with a client manager who brought in team members and experts as needed.

RESULTS & FEEDBACK

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

We had a fantastic experience working with Catchword. We met sales goals, and the market response was positive.

How effective was the workflow between your team and theirs?

The workflow between our teams was excellent. Catchword was responsive and deadline-driven.

What did you find most impressive about this company?

Catchword is knowledgeable and cost-effective, offering outstanding customer service. They’re adaptable in how they tailor their scope of work, depending on what internal resources are available.

Are there any areas for improvement?

I highly recommend Catchword. Our experience was fantastic.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Naming Consultations for Branding & Product Development Co.

"I’ve always found their pricing reasonable and their process impeccable."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
2013 - Ongoing
Project summary: 

During a 15-year engagement, Catchword has performed a variety of naming services for a product design firm. The team crafted numerous names over their ongoing relationship for different industries and clients.

The Reviewer
 
51 - 200 Employees
 
San Francisco, California
David Lipkin
Former Co-Founder, Method
 
Verified
The Review
Feedback summary: 

Catchword consistently delivers high-quality and creative names. Internal and external feedback is always positive. Their team is adaptable and professional. Their strategic naming approach supplemented continued engagement. The skillset their team exhibits is top-notch.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I was the co-founder that helped run Method for around 18 years. Method is a firm that does a range of work involving branding in product and service design.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We hired Catchword many times to work with our clients and had also pitched projects with them. One time, we utilized their team to work on a naming project for a Netflix competitor under Canada’s largest telecommunications provider.

SOLUTION

What was the scope of their involvement?

In most of these projects, we’ve done a mix of product innovation work where we figure out what the product is, how it works, what features it has, and what’s the brand and naming behind it. After that, we figure out details like UX/UI. We frequently brought Catchword in as a partner for the naming components. For the telecommunications provider, we needed naming for a product that would be international and work across a range of languages.

Catchword creates a structure around their naming process. Naming can be subjective. It’s hard to get people to agree and respond in a way that goes beyond what they like and dislike. They don’t only give a list of words but provide a justification behind each one and how they tie back to agreed-upon strategic goals.

What is the team composition?

We’ve worked with between two to five people. There may have been times where others were contributing that I wasn’t aware of. I’ve dealt with the same points of contact. Catchword has had a stable staff for 15 years.

How did you come to work with Catchword?

After being in the business long enough, people know the key players. I probably found out about Catchword through a mix of word of mouth and someone referring them. I’ve always found their pricing reasonable and their process impeccable. They’ve worked on large-scale complex naming projects, and with clients internationally. They’re a mid-sized company with big company skills and expertise.

What is the status of this engagement?

Our engagement with Catchword began in 2013.

RESULTS & FEEDBACK

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

All the naming we’ve done with them has tested quite well. Clients and our internal teams end up with a lot of satisfaction. Catchword makes engagements fun and productive while maintaining direction. Other consultants can circle around and around because it’s hard for people to find the best criteria for deciding. They’re a pleasure to work with and are always exude a high-level of professionalism.

Catchword systematically structures their process by coming up with a number of creative options. Every time I’ve worked with them, their team has created hundreds, if not thousands, of names and always delivers contextualized options to clients. They’ve done hugely successful naming projects for big and small companies. We’ve never left an engagement with them without feeling fantastic about their work.

How did Catchword perform from a project management standpoint?

Their project management style is excellent. We’ve always communicated through phone and email. When we’ve needed them to try our internal tools, their team has used Basecamp, Slack, and Smartsheet.

What did you find most impressive about them?

Catchword can produce a large volume of high-quality and creative names that are well-validated. It’s a highly collaborative and creative process that’s well-grounded in strategy.

Are there any areas they could improve?

No, not really. There’s nothing I would ask them to do differently.

Do you have any advice for potential customers?

I would advise anyone doing naming work to be clear about what goals they have and what success looks like for their projects.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Naming Services for Global Branding & Consultant Company

“Our clients have been very satisfied with the names.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
2005 - Ongoing
Project summary: 

Catchword Branding provides long-term naming and branding services, working on projects for third-party clients. They also offer consulting services, giving advice on naming projects and other creative marketing outputs.

The Reviewer
 
2 - 10 Employees
 
Tokyo, Japan
Chigusa Shimada
CEO, El Mundo Consulting
 
Verified
The Review
Feedback summary: 

The services provided by the Catchword Branding team are always excellent, with the team never failing to deliver and the clients always pleased with the results. They are reliable and responsive, offering creative solutions that reflect the expertise of the team.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the owner and CEO of Elmundo Consulting. We work in branding, as well as with naming, logos, and evaluations.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword Branding?

They’re our longtime partner for large global projects. We’re naming experts ourselves, but markets differ from each other, which can lead to issues, so we needed help on some projects, as well as consulting services.

They’re quite specialized, and they have a talented creative team. I work in many different countries, and we have creative teams in Europe as well, but Catchword’s output has always been the best.

SOLUTION

What was the scope of their involvement?

We’ve gone to Catchword for brand and name evaluations, as well as marketing matters. We sometimes focus on quantity and ask them for an output of 100–200 names.

At the beginning of a global branding project, I typically have a discussion with the client, then bring in Catchword for creative work. I give them a creative brief, always working over the phone. After I provide any relevant additional information, and they work on the project on their end. We have to do multiple evaluations during a naming project, for legal and negative linguistic checks. The end client ultimately decides on the final shortlist.

What is the team composition?

Maria (Principal and Creative Director, Catchword Branding) and Laurel (Strategist, Catchword Branding) are our main contacts. There have been some changes to the team over the 10–15 years since we started working with Catchword, but we’re always in touch with one person. I believe there are 5–6 people working for us.

How did you come to work with Catchword Branding?

I wanted to work with a US company to bring a more American point of view. They have high-quality output and have never disappointed me. In comparison, I work with several other agencies in Europe and the US, and sometimes we have nothing to present to the client.

What is the status of this engagement?

We started working with Catchword in 2005.

RESULTS & FEEDBACK

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

Our clients have been very satisfied with the names, and I’m also satisfied with Catchword’s output. I will be continuing to work with them on branding projects. We couldn’t have got to where we are without them.

How did Catchword Branding perform from a project management standpoint?

They deliver quickly, sometimes in 2–3 days, and are never late. Occasionally, we’ve worked with multiple timelines, and they’re always reliable. I really appreciate their commitment to time and quality. They never surprised me in a bad way and it’s a pleasure to work with them.  

What did you find most impressive about them?

Their creativity is the most impressive. They’re a really good agency with a lot of expertise.

Are there any areas they could improve?

No.

Do you have any advice for future clients of theirs?

It’s really worth it to work with them. They always have a surprising view, and we’ve never been disappointed.

5.0
Overall Score We have a longstanding relationship, and they’ve always accommodated us, even when they were busy.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They work on a very quick turnaround.
  • 5.0 Cost
    Value / within estimates
    Their service is very valuable, and the cost is really good.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Naming Exercise for IoT Oil and Gas Startup

"Their willingness to go the extra mile to make sure we were totally satisfied was outstanding." 

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Jan. - Apr. 2019
Project summary: 

Catchword managed a naming process for a startup. After two rounds of discovery, option refinement, and trademark analysis, a set of four finalists emerged. The client then chose their new name.

The Reviewer
 
11-50 Employees
 
Houston, Texas
Philippe Flichy
CEO, Oil and Gas IoT Firm
 
Verified
The Review
Feedback summary: 

Internal staff have bought into the new name and are particularly grateful for CatchWord’s perseverance. Working through a single point of contact, Catchword effectively communicated ideas between multiple teams. Their dedication to client satisfaction is admirable.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I’m the CEO of a company developing an integrated solution for the optimization of oil and gas wells based on IoT edge devices. They run artificial intelligent software based on a physics model.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

Before we received too much press, we needed to find a suitable name for our business that would be usable/pronounceable in various languages. We also wanted to avoid names with negative connotations or trademark availability issues.

What were your goals for this project?

We set out to find a short, memorable name with a tone that fit our services.

SOLUTION

How did you select this vendor?

We conducted interviews with a few agencies. Catchword was reasonable and presented a straightforward budget. They also had many reviews on Clutch. In discussions with Mark (Principal, Catchword), we saw they had a good understanding of the international trade market.

Describe the scope of their work in detail.

To start, Catchword asked us to describe our company's objective in detail to better understand our future clients and the overall image we wanted to convey. They came back with a detailed set of notes summarizing their findings. Then, they proposed a first set of names, presenting them during an interactive session to give us the reasoning behind each. From that list, we selected a dozen to do more research on to identify possible conflicts.

What came out as viable options didn’t strike us as right for our company. Mark agreed to make another selection with more precise guidelines as to what we were looking for. We liked the new list more and a selected half a dozen for our IP lawyer to conduct a detailed international trademark screening on. We then chose from among the four remaining candidates.

What was the team composition?

We solely interfaced with Mark, who was our only contact with the creative and research teams.

RESULTS & FEEDBACK

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

All our employees have endorsed that name, and we feel proud of it. While the second round increased the time to find a name and delayed other internal activities (corporate image development, UX design) we’re very appreciative of Catchword’s willingness to find a name we felt really comfortable with. We plan on using them again to brand our products as they come out.

How effective was the workflow between your team and theirs?

Mark is great to work with and knows how to filter ideas between the client's team and his experts.

What did you find most impressive about this company?

Their willingness to go the extra mile to make sure we were totally satisfied was outstanding.

Are there any areas for improvement?

I wouldn’t change a thing about what they did. They demonstrated they were willing to work with a start-up and did a great job.

5.0
Overall Score They're very nice to work with.
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 4.5 Cost
    Value / within estimates
    For a startup, it was a significant spend, but they made efforts to adapt to our budget.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I'd recommend them without hesitation.

Naming and Terminology for Training Initiative

“They’re a wonderful team of great listeners who are creative and have an efficient workflow.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Nov. 2018 - Mar. 2019
Project summary: 

Catchword led a rebranding campaign, coming up with new company names and titles for the training program. They conducted lots of research and presented a list of names and terminology.

The Reviewer
 
5,001 - 10,000 Employees
 
Stanford, California
Shereen Bhan
Leadership Content Lead, Stanford Center for Innovation in Global Health
 
Verified
The Review
Feedback summary: 

Catchword was communicative and highly available, consistently offering to review findings and provide further insight, if needed. The team was extremely experienced in branding and put together a detailed final report. Internal stakeholders are pleased with the results.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the leadership content lead for the Stanford Center for Innovation in Global Health.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

Our name is a bit of a mouthful, so we wanted to rebrand our company and also come up with a different name for our training initiative. We wanted it to reflect the agency and leadership of our participants, portraying them as experienced learners and not empty vessels.

SOLUTION

What was the scope of their involvement?

We had lengthy conversations with Catchword to explore new directions and avenues that would provide more clarity and understanding around our organization and services. We sent them an email describing what kind of traits we wanted associated with our name, then we had a detailed discussion around the ideas, philosophy, and feelings we wanted for the rebrand. They listened and asked great questions that made us consider numerous alternatives and identify high-level themes for the company.

After that, they then created a presentation that highlighted the top names and connected them to our local context, possible taglines, and preliminary trademark and website research. They also provided a longer list of alternative names if we didn’t like the top ones they’d chosen. That gave us a good feel for the different brand attributes that would come with each option.

Beyond the name, they also sent a massive list of different terminology we could use to describe our training program. They provided words like “leadership journey,” “residency,” and “touch points” that we can use instead of “training” to better reflect what we hope our end clients will get out of our service. We frequently consult that list whenever we need to describe the program.

What is the team composition?

We worked with two people, one of which was our main point of contact.

How did you come to work with Catchword?

They came highly recommended by a close colleague. We looked at their profile and had a positive initial exchange, so we hired them.

What is the status of this engagement?

The partnership lasted from November 2018–March 2019.

RESULTS & FEEDBACK

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

Our team is extremely happy with the list of names and new terminology. We have a final selection process for the end of May to determine our official new name.

How did Catchword perform from a project management standpoint?

We had a few face-to-face meetings and video conferences, but we mainly communicated over email. Their PowerPoint was detailed and self-explanatory, and Catchword followed up to make sure we understood everything. They consistently offered help and were willing to navigate us through their findings as many times as we needed.

What did you find most impressive about them?

They’re a wonderful team of great listeners who are creative and have an efficient workflow. They have lots of experience and provide incredible insights into the branding process. Instead of coming in with preconceived notions, they listened to what we wanted and took it to the next level.

Are there any areas they could improve?

I don't have any suggestions for how they could improve.

Do you have any advice for future clients of theirs?

Trust them because they know what they're doing.

5.0
Overall Score We learned, we created, and we had a great time.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They always delivered on time.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    They were timely, attentive, and very detail oriented.
  • 5.0 NPS
    Willing to refer
    They're a great team to work with.

Multiple Naming Projects for Consulting Firm

"We've never had an issue with deadlines, as they're almost always able to flex and work with our timelines."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Oct. 2018 - Ongoing
Project summary: 

Catchword provides descriptive naming services for third-party clients of an accounting and consulting firm. They generate many possible monikers and offer thorough rationale behind each entry.

The Reviewer
 
10,000+ Employees
 
New York, New York
Claire Monagan
US Brand Manager, PwC
 
Verified
The Review
Feedback summary: 

Catchword reliably delivers thoughtful and practical naming options for a wide range of projects. The team is responsive and organized, making for a successful and agreeable relationship. They leave no stone unturned in their naming research, and their talents are evident in the final deliverables.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am a US Brand Manager at PwC. I manage naming and messaging efforts across all parts of the business to ensure the way we go to market is cohesive, consistent, and strategic.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We engage Catchword primarily for descriptive naming projects, including B2B offerings for different parts of the business. I also work with them to create naming POVs to help reinforce our methods when deciding on names at PwC.

What were your goals for this project?

During naming projects, we hope to present names that meet our creative guidelines and sound appealing to stakeholders and their clients. For the naming POVs, we hope to rally people around the importance of descriptive naming through compelling explanations and real-world examples.

SOLUTION

How did you select this vendor?

The engagement with Catchword began before I joined the team, so I am unsure of the selection process.

Describe the scope of their work in detail.

For every naming project, Catchword joins the briefing calls with the stakeholders, and they ask a variety of questions that help them understand the strategic and creative parameters of the name. Their team spends 1–2 weeks generating names, which they send to us in an Excel file. Our team shortlists the ones we like, and Catchword screens those names for direct internal or external conflicts. Once we have a list of names to present, Catchword pulls the names into a presentation, complete with a recap of the initial briefing call as well as the strategic rationale for each name. Depending on the project, they may also join the presentation call and present the names themselves. Sometimes, a second round is required, and they'll run the second round of generation as well.

What was the team composition?

Mark (Principal/Project Lead, Catchword) and Laurel (Senior Strategist, Catchword) are our main points of contact. They work with a team that helps with name generation, but I haven’t met any of those members.

RESULTS & FEEDBACK

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

Success is demonstrated when our clients are excited by the descriptive naming options that Catchword generates. This is often the case when it comes to our presentations.

How effective was the workflow between your team and theirs?

Catchword is very communicative throughout the process, so we always feel comfortable and confident that the projects are moving along smoothly on their end. They're quick to get in touch if they have any questions along the way, which ensures alignment between our teams and prevents any last-minute confusion. We've never had an issue with deadlines, as they're almost always able to flex and work with our timelines.

What did you find most impressive about this company?

What stands out the most is their ability to turn descriptive naming into something that our stakeholders can get excited about. They also create extensive lists of names after having thoroughly explored all angles of an offering's possible name.

Are there any areas for improvement?

No, they’ve been very successful so far.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
Verification

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Verification Level
Gold
VERIFIED
Business Entity
Status
Active
Jurisdiction of Formation
California
Date of Formation
May 1, 1998
Last Updated
Mar 5, 2019
Payment & Legal Filings
Bankruptcy
No
Tax Lien Filings
0
Judgement Filings
0
Collections Count
0
Last Updated
Jul 23, 2019
Client Reviews
VERIFIED CLIENT REVIEWS
46
OVERALL REVIEW RATING
5.0
Source
Clutch
LAST UPDATED
October 10, 2019