Catchword

BACKGROUND

Please describe your company and position.

 I am the Associate Director of a business services company 

Describe what your company does in a single sentence.

We are a data and analytics company that serves several different industries.

OPPORTUNITY / CHALLENGE

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

Catchword was brought on to provide branding services for our company. They completed an in-depth discovery phase, a streamlined round of name development, and trademark prescreening.

SOLUTION

How did you find Catchword?

Online Search

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit

How many teammates from Catchword were assigned to this project?

2-5 Employees

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

Catchword's process started with a comprehensive discovery phase where they reviewed internal materials and completed market research to understand our company and its position in the industry. They then led an interactive session with key stakeholders to further refine the direction they would take to develop a new name for us. 

They delivered a full list of preliminary names and reviewed in detail their short list of preferred names. After selecting a few of our top choices, Catchword completed a trademark prescreening to help us identify which names would likely be able to be registered under our industry.

RESULTS & FEEDBACK

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

Our work together is still in progress, but we've been incredibly impressed with the names that Catchword has developed for us and the approach they took to understand our culture and company identity.

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

Working with Catchword has been fun, engaging, and responsive. Their project management and communication have been excellent. 

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

The Catchword team demonstrates true curiosity and is very personable!

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

None at this time

BACKGROUND

Please describe your company and position.

I am the Global Marketing Strategist of a medical company 

Describe what your company does in a single sentence.

We help pets lead fuller lives by giving veterinarians the tools, technology, and insights to see clearly and get the answers they need.

OPPORTUNITY / CHALLENGE

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

• Prooduct Naming
• Legal & Trademark Validation
• Linguistic Screening

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

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

We engaged Catchword to develop a brand name for a new pet diagnostic platform. Their team also assisted with trademark evaluations and linguistic research to validate the names they developed. In addition, they generously assisted with some out of scope work including follow-up creative ideations and the creation of category descriptors to contextualize the selected brand name. We sincerely appreciated this additional, unbudgeted work.

Scope of the project included an extensive discovery and briefing phase to set parameters for naming the platform, multiple rounds of name development, multiple presentations of work name candidates, trademark evaluations, and linguistic and cultural research to validate names in international markets. Plus, as I mentioned, some out of scope work such as additional creative name ideations and category descriptor development.

RESULTS & FEEDBACK

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

I would point to the extensive list of fantastic names that cleared not just a trademark prescreen but a linguistic evaluation as well! I’ve been a part of naming projects in the past and I can say, without question, this was the smoothest, most fun, and most successful project I’ve helped manage. Major kudos to Catchword.

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

Beautifully! Regular and responsive communication, adherence to timelines, friendly and personable. I loved working with them, always felt well-supported and informed, and wouldn’t hesitate to hire them again.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

Well, while everything impressed me, including the awesome range of names they developed, I guess I would say the process itself. Catchword has been a leader in their space for many years, and the experience shows. From start to finish, I always felt extremely confident in their work, how they managed the project, their level of expertise, and that we’d end up in a great place. And we did!

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

Not that I can think of. They’re awesome.

BACKGROUND

Please describe your company and position.

I am the Managing Partner of an investment consultancy

Describe what your company does in a single sentence.

Private equity firm

OPPORTUNITY / CHALLENGE

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

• Naming
• Branding

SOLUTION

How did you find Catchword?

• Online Search
• Referral
• Other

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Company values aligned
• Vision

How many teammates from Catchword were assigned to this project?

2-5 Employees

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

We hired Catchword for a detailed branding and naming project focused on launching our new strategy. The firm's scope of work included developing a brand strategy through extensive research, creating a list of potential names after conducting trademark checks, and designing a full visual identity, including logo, color palette, and typography.

Additionally, they provided comprehensive brand guidelines and a strategic plan for our brand launch, encompassing promotional strategies and materials. Our experience with the team at Catchword was very positive, as they delivered a visually compelling and strategically robust brand presence, well-aligned with our objectives.

RESULTS & FEEDBACK

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

Working with the team at Catchword on our branding and naming project was a success. The strategic insights and creative solutions provided by the firm led to impressive outcomes, including increased brand connection prior to launch and this will strengthen our market presence and and connectivity within our targeted market. The feedback from our clients and partners has been overwhelmingly positive, affirming the effectiveness and appeal of our brand identity.

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

The project management approach of the team at Catchword was exceptionally professional and effective. They consistently delivered every aspect of the project on time, adhering to the agreed-upon timelines without compromising on quality. Their team was highly responsive to our needs, accommodating changes and providing solutions whenever challenges arose.

Communication was a strong point; the team kept us informed and involved through regular updates and meetings, ensuring that we were aligned on every decision. The smooth workflow and their proactive approach in addressing our needs led to a seamless project execution that exceeded our expectations.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

What stood out most impressively about Catchword was their unique blend of creativity and strategic thinking. Their ability to translate our vision into a compelling brand identity, coupled with a deep understanding of our industry dynamics. They ensured that it resonated well with our target audience.

Additionally, their proactive communication and commitment to client satisfaction made the entire process not just productive but also enjoyable. This approach set them apart from other firms we’ve worked with, making them a valuable partner in our branding efforts.

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

None.

BACKGROUND

Please describe your company and position.

 I am the CEO of a telecommunications company 

Describe what your company does in a single sentence.

We build satellite user terminals

OPPORTUNITY / CHALLENGE

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

Pick a new name for our company

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

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

Catchword generated and analyzed hundreds of names and communicated key takeaways and summaries with us as we narrowed down the list and eventually chose our new company name. 

RESULTS & FEEDBACK

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

We received couple of reports with list of all names they chose, the reasoning behind it, and recommendation on the next steps. The final deliverable was the new company name for us. 

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

Catchword team were very professional and managed the project perfectly. All email correspondence were handled in a timely manner and with a high level of attention to details. 

They delivered on time and as promised, and we were very happy with the outcome. Thank you! 

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

People. 

We absolutely enjoyed every minute we spent with Catchword team (Mark and Katy). They are very nice, very professional, and very knowledgeable. Perfect combination of what's needed to make a reliable professional partner for our company. 

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

We could have benefited from more education on the importance of trademark screening early on. It was somehow intimidating at the end to receive trademark screening reports from our lawyers on the shortlisted list of names and to see how widely used almost all names could be around the world. Not sure if this is something that can be done better/differently by Catchword, but I can think of this as the only hard part of the effort for us.

BACKGROUND

Please describe your company and position.

I am the CEO of Bodyport

Describe what your company does in a single sentence.

Develops and sells products to improve the lives of patients with Chronic diseases

OPPORTUNITY / CHALLENGE

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

• Product platform naming

SOLUTION

How did you find Catchword?

• Online Search
• Referral

Why did you select Catchword over others?

• High ratings
• Great culture fit
• Company values aligned

How many teammates from Catchword were assigned to this project?

6-10 Employees

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

After an initial discovery phase during which Catchword got thoroughly up to speed on our business and platform, their team conducted two full rounds of name development. Together, we reviewed over 100 name candidates for the platform, but I understand their creative team created literally thousands of names as part of the name development process. 

The first round of work was focused on gauging our name preferences and gaining insights to guide their more focused, Round 2 work. That first round was very diverse and even included what their team calls “rule breaker” names––i.e., names that don’t map to the established naming directions perfectly but which their team feels are interesting on some level and worthy of discussion. 

And that was smart, because those names sparked some great conversation and opened our eyes to some interesting directions that we didn’t originally expect to take. The Round 2 work was really spot on and clearly incorporated the learnings we all gained from the Round 1 discussion. It validated the Round 1 work and the importance of iteration, and affirmed that their team had really listened to us. 

After both rounds of work, we landed on a shortlist of names and Catchword conducted a preliminary trademark screen on it (and I should note that, during the process, they conducted Google screening on all names to eliminate names with obvious conflicts in our space). 

We were thrilled to see that more than half the names on our shortlist passed preliminary legal muster! We’re currently having our attorneys conduct a full trademark evaluation of the surviving names, after which we’ll make a final name decision.

RESULTS & FEEDBACK

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

While we haven’t yet finalized the platform name, our team has been extremely happy with Catchword, including their process, their name suggestions, and their project management.

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

Catchword was highly communicative and the project was managed super smoothly. They were always immediate in their responses, accommodating (to schedules, needs, etc.), and a true pleasure to work with.

What was your primary form of communication with Catchword?

Virtual Meeting

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

In particular, I found their team to be really smart, accommodating, and easy to work with. I also really appreciated the process itself, which was exhaustive in terms of names developed, efficiently executed, and fun. And, they imagined some really great and exciting names for our platform, which is perhaps the most important reason why you hire a naming agency––i.e., for their creativity!

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

Nothing that I can think of.

BACKGROUND

Please describe your company and position.

I am the EVP, U.S. Lead, Health Brand Development of Edelman

Describe what your company does in a single sentence.

Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations, giving our clients the confidence to lead and act with certainty, earning the trust of their stakeholders.

OPPORTUNITY / CHALLENGE

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

• Naming strategy
• Name development
• Complex naming strategy for portfolio naming

SOLUTION

How did you find Catchword?

Recommendation

Why did you select Catchword over others?

• High ratings
• Pricing fit our budget
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Catchword were assigned to this project?

2-5 Employees

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

We have chosen Catchword as our go-to partner for naming related work in Healthcare. We have engaged Catchword several times and our clients are always thrilled with their naming strategy counsel and actual name candidates. We've even brought them in to help with complex naming strategy issues regarding portfolio naming, including name development in the diagnostics space. Catchword is highly professional and dependable and produces high-quality work.

RESULTS & FEEDBACK

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

Solid name candidates that passed trademark screening and were a best-fit to the brand strategy; one name was ultimately selected for the product name.

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

Highly responsive project management. Catchword delivers on time and as expected.

What was your primary form of communication with Catchword?

Email or Messaging App

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

Catchword's team members are subject-matter experts in naming strategy and name development. Their partnering ability is most impressive.

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

n/a

BACKGROUND

Please describe your company and position.

I am the Director Global Marketing of IDEXX Laboratories

Describe what your company does in a single sentence.

Innovation leader in diagnostics and software that enhance the health and wellbeing of pets

OPPORTUNITY / CHALLENGE

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

• We needed a great name for an unprecedented platform IDEXX is introducing to the veterinary technology market. This name needed to speak to the revolutionary nature of this product, one that is truly in a category unto itself. But it had to check a lot of other boxes as well. 
• The name needed to be ownable of course, available to trademark globally, and be easy for speakers of various languages to use. It needed to appeal to all our key audiences (from veterinary techs to corporates). It needed to stand out from the names used by other companies in our space while also complementing our existing portfolio of names – including fitting nicely into a multi-part naming formula we use. 
• The name needed to feel personable yet premium, sophisticated yet not stuffy. And it needed to not just be great today, but suitable to showcase the evolving abilities of this product. Despite these challenges, they really delivered. Though we are still finalizing our name choice, we are thrilled with the options the team developed and really the whole process. 
• The work came in on the timeline that was outlined, and we felt like they understood all our needs. We were so impressed that we plan to recommend Catchword to yet another IDEXX line of business.

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

Referred to me

How many teammates from Catchword were assigned to this project?

6-10 Employees

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

We delivered background on this product to the Catchword team before the creative work began, and it was clear in our first meeting that, despite the technical and somewhat complicated nature of the product, they understood what it could do and why it was deserving of a great name. 
The team was easy work with, whether that was scheduling meetings or quickly shifting to work with new team members on the project. They asked excellent questions to help develop parameters for the creative work and delivered a brief summarizing this project that required very few edits from our team. 
Catchword developed two rounds of names for us, but we were very happy with our options before the second round even began. Overall, they presented more than 100 name options, which had already been vetted to eliminate obvious trademark conflicts, and we had enough favorites to create a robust shortlist for further screening -- with several alternates that could be brought in, as required.

RESULTS & FEEDBACK

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

Catchword completed this work in a timely and efficient manner, and they provided us with the crucial creative we needed for what we believe will be a revolutionary product. While we are still finalizing the name choice, we are confident that we have what we need to go to market.

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

Yes, the Catchword team was agile and responsive. We felt like the work went seamlessly, on time and within budget. We are a highly organized team, and they were a natural fit, friendly but also very serious about doing good work.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

The work we did with Catchword was incredibly productive. Especially with creative projects, there can be a high ratio of wheel-spinning to usable output. But the time we spent with them, and the work they generated, all felt extremely valuable. We are very confident recommending them to other lines of business in the IDEXX family.

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

Not that I can identify

BACKGROUND

Please describe your company and position.

I am the Marketing & Communications of Water Street Healthcare Partners

Describe what your company does in a single sentence.

Water Street Healthcare Partners is dedicated to investing in and building market-leading healthcare businesses.

OPPORTUNITY / CHALLENGE

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

• Our relationship with Catchword began 10+ years when we engaged its team to develop a new name for one of our healthcare companies. It was an important initiative - especially in identifying a name that highlighted the company’s new position after completing a merger AND honored its history. 

Catchword did an outstanding job leading us through a clearly defined process that recognized this important balance. Catchword’s recommendations were creative, thoughtful and well-received. The management team and we were extremely pleased with Catchword’s team, project management, and results.

• We were so pleased with Catchword’s work on our first naming project, we have continued to engage its team in a series of initiatives over the past 10 years, including name development and, most recently, a full brand development project including positioning, naming, and visual identity development. 

Catchword delivered outstanding work on budget and within an accelerated timeline. While our relationship with Catchword began with a single company name development engagement, we’re thrilled that its team has expanded its services to include brand strategy and positioning and visual identity/logo development.

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• Great culture fit
• Good value for cost
• Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

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

We have engaged Catchword numerous times over the years. In our most recent initiative, we engaged Catchword to develop positioning and a new name and identity for a global healthcare organization that we formed by combining two businesses—CXV Global and Panacea Technologies. 
Together, these businesses offer a powerful blend of expertise and capabilities in automation, process control and high-touch professional services that optimize operations for life sciences and other highly regulated industries. The initiative involved a discovery phase including stakeholder interviews and a market analysis of existing naming conventions, messaging and visual styles. Following discovery, Catchword created a set of brand pillars and several brand positioning concepts. 
We saw appeal and applicability in two of the concepts, so Catchword developed a refined positioning that blended our preferred concepts. The statements were very insightful, reflecting a clear and deep understanding of our newly combined company, and how to communicate its advantage in the market. Once we finalized the brand positioning, Catchword developed a brand story, essentially a narrative that conveyed the value the newly combined organization brings to the life sciences industry. 
We began the process of name development, and followed Catchword’s naming process, which includes the creation of a naming-specific project brief, multiple rounds of name development and review (its team creates literally thousands of names as part of this process), and Google, domain, and trademark prescreening. 
As always, Catchword did an outstanding job. We selected the name, Catalyx. Catchword then completed the visual design phase. You can view the name and identity here. Catchword’s team developed a brand style guide codifying all the elements of our brand, including visual elements (typography, color palette, etc.), brand pillars and positioning, brand story, and examples of brand applications for signage, cards, stationery, merchandise, etc.

RESULTS & FEEDBACK

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

On every initiative in which we’ve engaged Catchword, the outcome has been outstanding. Whether we’re working with Catchword on a company name development project or a full brand development project including positioning and design, the results are strong. Feedback from our team at Water Street, along with executives at our companies is extremely positive regarding how Catchword’s work supports our business objectives.

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

Catchword’s project management is outstanding. Its team members essentially act as an extension of our marketing team. They have delivered their work on time (or early), on budget, and in an extremely professional and personable manner.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

I don’t think it’s one thing that makes Catchword’s team unique. Rather, I think it’s the totality of their experience, ideas, work style, creativity and knowledge along with the strong results they deliver to us and our companies on every initiative.

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

Not that I can identify

BACKGROUND

Please describe your company and position.

I am an executive of Vaco Holdings

Describe what your company does in a single sentence.

Founded in 2002, we are a professional services firm with almost 10,000 professionals in 20 countries providing a range of consulting, managed services, and talent solutions to clients in virtually all industries.

OPPORTUNITY / CHALLENGE

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

• Develop a name and identity for our existing holding company with the purpose of facilitating the integration of the companies various brands
• Develop and promote a shared corporate culture to better unite offices and colleagues
• Provide more clarity for enterprise buyers on how our holding company solves clients most pressing needs

SOLUTION

How did you find Catchword?

Referral

Why did you select Catchword over others?

• High ratings
• Referred to me

How many teammates from Catchword were assigned to this project?

2-5 Employees

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

Both phases of the project—naming and design—included a discovery phase during which the Catchword team researched and gained a deep understanding of our business, including the various companies and services that will exist within the new holding company. Creative Briefs were developed and approved by our team prior to any naming and design work.

During the naming phase, we reviewed well over 100 name candidates developed by Catchword over the course of two name presentations (though well over 1000 names were developed for the project), each name supported by a short rationale. The Catchword team did an excellent job of helping us to appreciate each of the candidate names and see their potential as actual brand names.

They also conducted a variety of screens—trademark, domain, and social—to assess the availability of names as those assets. The design process followed a similar course—discovery, then presentations of work. As in the naming phase, the Catchword team did an excellent job of explaining their work, including the numerous logo and wordmark options. We were especially impressed by the quality and creativity of the ideas, and the number of options Catchword shared with us.

RESULTS & FEEDBACK

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

We’re truly thrilled with where we landed with both the name and the design! While we’ve yet to introduce the new brand to the market, internal support has been fantastic. The name is evocative and strikes exactly the tone we were hoping for, and the design is really beautiful. The Catchword team really delivered on both fronts.

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

The Catchword team was great to work with. They’re smart, responsive, accommodating, fun, and extremely easy to get along and work with. As expected, work was always on time and the project moved forward very smoothly.

What was your primary form of communication with Catchword?

• Virtual Meeting
• Email or Messaging App

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

It’s very hard to put my finger on just one thing, but I suppose I was especially impressed by the process itself. It reflected years of experience doing just this work, fine-tuning the steps, how to manage a client team, speak to the work, and guide us all to the right solutions. We always felt like we were in the best, most capable hands.

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

There were times during the design process when I felt a little unclear about what was in and out of scope, so perhaps the Catchword team could consider ways to improve that, but otherwise, no, they were great!