Could you share any evidence that would demonstrate productivity, quality of work, or the impact of the engagement?
The name was not something we set out to measure. It was much more qualitative in that we needed to determine if we liked it, if it was different and catchy, and if it fit into our brand architecture. That was the way we evaluated what was presented.
How did Catchword perform from a project management standpoint?
They were excellent. Mark did a phenomenal job. They lay out the process really well and you get exactly what you would expect. This project was exceptionally well managed because even though it was a larger project, Mark jumped right in and understood how I was working with the client. He was a great partner in that regard. The client was a big organization and there were questions around who the players were and how the name was going to fit in with the corporate side of things. Mark factored that into the project management about building consensus and managing downside risk. It was really good. He was on time and on budget. I don't have any complaints.
What did you find most impressive about Catchword?
I would highly recommend Catchword to any company needing brand name development services of either a strategic or creative nature. Their process is the ideal combination of smart naming strategy and tremendous creativity. And, their unique approach to name ideation (which they call “Quantitative Creativity”) leads to literally thousands of name options, from which they present you with only the most outstanding names from their generation. It practically guarantees that the names you review with them will be unique, interesting, eye-opening and compelling. And, they really take the time to understand their client’s business, including its market, customers, product portfolio, and overall business and branding objectives for the brand. Because of this, the names they come up with are not just super interesting, clever and “creative”, they’re truly suitable–names that really make sense for your brand.
Lastly, their team is a complete pleasure to work with. They're friendly, easy-going, collaborative, and very client-centric. They seem to really care about the project outcome and their client’s satisfaction with the work, including the process and the resulting name ideas.
Are there any areas Catchword could improve?
I've never met Mark in person. All of our work has been over the phone but I've formulated such a great relationship over the phone that I have no hesitancy whatsoever to recommend them. I tell people that even though he's located in New York, they don't have to worry about that. It's flawless. There's no need to worry about the expense of travel and other agency fees. Mark just gets it done from his office which is really cool.