#1 Naming Agency on Clutch (2017, '18, '19, '20)

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.

 

 

 
$10,000+
 
Undisclosed
 
2 - 9
 Founded
1998
Show all +
Oakland, CA
headquarters
  • 409 13th Street, 12th Floor
    Oakland, CA 94612
    United States
other locations
  • 33 West 19th Street
    New York, NY 10011
    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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Naming Services for Consumer Goods Firm

"Their process was thorough and got to the core of what we were looking for. "

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. - Sept. 2020
Project summary: 

Catchword provided naming services to a consumer goods company. The client wanted a company name that can be recognized across several categories. In the end, the team suggested over 1,200 names.  

The Reviewer
 
501-1,000 Employees
 
Orangeburg, New York
Senior Director of Marketing, Consumer Goods Manufacturer
 
Verified
The Review
Feedback summary: 

The client is satisfied with the vendor's output. Currently, 20 of the names suggested by Catchword are being tested by the company. All of those words gained positive feedback from stakeholders. The team is responsive, adaptive, and creative. The client looks forward to working with them again.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

Senior Director at a manufacturing company located outside of New York City

OPPORTUNITY / CHALLENGE

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.

SOLUTION

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.

RESULTS & FEEDBACK

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.

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 & Branding for Midsized Credit Union

"I can't stress enough the quality of work that Catchword has provided us so far."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Feb. - Apr. 2020
Project summary: 

Catchword was responsible for coming up with an effective new name for a midsized credit union. They also ventured to resolve the client's brand confusion through distinct branding materials and rationale.

The Reviewer
 
51-200 Employees
 
Tulsa, Oklahoma
Alisha Bratt
Creative Service Manager, Credit Union
 
Verified
The Review
Feedback summary: 

Catchword did a stellar job of coming up with effective name choices that resonate with the client's corporate identity and existing clients. The team was extremely easy to work with and adhered to timelines without issue. Their company culture and results-driving approach were both exceptional.

The client submitted this review online.

BACKGROUND

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.

OPPORTUNITY / CHALLENGE

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.

SOLUTION

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.

RESULTS & FEEDBACK

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.

5.0
Overall Score Catchword is the best in the business. They know what they are doing, they told us what to expect... I would love to continue working with them.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    VERY easy. If anything, my team was the hold up... we had so many great options, we needed a little more time to review.
  • 5.0 Cost
    Value / within estimates
    With Catchword, you get what you pay for... A solid price for AMAZING work.
  • 5.0 Quality
    Service & deliverables
    I'd give them a 10 if there were a 10 star option.
  • 5.0 NPS
    Willing to refer
    I'd recommend Catchword to anyone who needs assistance with Naming.

Naming for Job Listings Platform

"Catchword is geared towards problem-solving for their clients."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Oct. 2019 - Ongoing
Project summary: 

Catchword serves as a naming consultant for a job platform, leading workshops and delivering naming options for product launches. They also help brainstorm a set of company-wide naming guidelines.

The Reviewer
 
10,001+ Employees
 
Austin, Texas
Senior Director Global Product Marketing, Job Platform
 
Verified
The Review
Feedback summary: 

The client remains satisfied with the quality, timeliness, and thoroughness of Catchword’s work. Their ability to deliver on time, work with multiple parties and stakeholders, and maintain a streamlined point of contact allows for a smooth relationship. Their knack for problem-solving stands out.

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 senior director of global product marketing of a job platform.

OPPORTUNITY / CHALLENGE

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.

SOLUTION

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.

RESULTS & FEEDBACK

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.

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

Branding for Medical Hair Growth Device

"They are like distillers - taking the whole mix down to its most potent, key components."

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Jan. 2019 - Jan. 2020
Project summary: 

Catchword supported the branding of a consumer medical device by ideating a name for the product. This involved an audit of the current design, competitors, and requirements.

The Reviewer
 
11-50 Employees
 
Walnut Creek, California
Owner, Medical Hair Growth Device
 
Verified
The Review
Feedback summary: 

The team provided a helpful list of product names categorized into emotive categories, allowing stakeholders to effectively narrow the selections down to the final choice. Their efficient, responsive communication style was a strength throughout the engagement. 

The client submitted this review online.

BACKGROUND

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.

OPPORTUNITY / CHALLENGE

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!

SOLUTION

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.

RESULTS & FEEDBACK

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.

5.0
Overall Score Exemplary.
  • 4.5 Scheduling
    ON TIME / DEADLINES
    Minor inconveniences. ONly what would be expected with a busy company.
  • 5.0 Cost
    Value / within estimates
    They worked with our budget.
  • 5.0 Quality
    Service & deliverables
    Beyond professional. More than I expected.
  • 5.0 NPS
    Willing to refer
    I only wish I could send them MORE business!

Naming Services for Precision Medicine Co

"Their level of dedication to the success of their clients was impressive."

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

Catchword managed naming services for a precision medicine company. They led a discovery phase to identify brand qualities and guide the naming process. They provided options iteratively to refine options.

The Reviewer
 
11-50 Employees
 
Vancouver, Canada
Aubree Hoover
Sr. Director Marketing, Contextual Genomics
 
Verified
The Review
Feedback summary: 

Catchword delivered satisfying names that represent the company accurately and positively. The team communicated frequently throughout the engagement to ensure an enjoyable experience. They were a committed partner that exceeds expectations by continuing to provide support.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

Precision medicine company focused on genomic testing for cancer.

OPPORTUNITY / CHALLENGE

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.

SOLUTION

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.

RESULTS & FEEDBACK

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

5.0
Overall Score Excellent
  • 5.0 Scheduling
    ON TIME / DEADLINES
    easy
  • 5.0 Cost
    Value / within estimates
    value for the price
  • 5.0 Quality
    Service & deliverables
    An excellent experience
  • 5.0 NPS
    Willing to refer
    Would recommend

Product Naming for Accounting Firm

"Their ability to stretch across industry and discipline set them apart."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Nov. 2017 - Ongoing
Project summary: 

Catchword provided product naming services for a large accounting firm. The team is responsible for building presentations and prescreening names for legal conflict

The Reviewer
 
10,000+ Employees
 
Mountainside, New Jersey
Senior Manager, Accounting Firm
 
Verified
The Review
Feedback summary: 

The names have recieved positive feedback from internal stakeholders and external sources. Catchword establishes a smooth workflow but is never afraid to ask questions or push the client's thinking. The team is professional, dedicated, and creative.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

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

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

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.

SOLUTION

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).

RESULTS & FEEDBACK

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!

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 Life Sciences Platform

“It was refreshing to work with Catchword; they clearly put a lot of thought into all of their deliverables."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
July 2019 - Ongoing
Project summary: 

Catchword provided naming services for a life sciences platform. Their team compiled a total list of 105 names with 30 recommendations and performed preliminary trademark search and Google screening. 

The Reviewer
 
11-50 Employees
 
Pleasanton, California
Chris Grimley
Senior VP Sales and Marketing, Purigen Biosystems
 
Verified
The Review
Feedback summary: 

While our platform has not yet launched, everyone at the company is very pleased with the results. Catchword provided an extensive list of well-thought-out names in different categories and provided rationale for their naming directions. Their team was creative, flexible, and open to feedback.

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 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.

OPPORTUNITY / CHALLENGE

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. 

SOLUTION

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.

RESULTS & FEEDBACK

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.

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

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
Verification

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GOLD VERIFIED
Business Entity
Business Entity Name
Cypher Group, LLC, dba Catchword
Status
Active
Jurisdiction of Formation
California
Id
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
54
OVERALL REVIEW RATING
5.0
Source
Clutch
LAST UPDATED
October 5, 2020