Catchword

BACKGROUND

Please describe your company and your position there.

I run a domain name buyer brokerage. We help clients acquire their dream domain names. The best domain names are already owned by third-parties, so our job is to track down those owners and convince them to sell the domain for within our client's budget and timeline.

We collaborate with Catchword during the naming shortlisting process so that our shared client ends up with their new name and the matching .com domain name.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword, and what were your goals?

Catchword and Name Ninja shared a common client that was going through a renaming process. Catchword led the naming strategy and creation process, and Name Ninja was responsible for providing intel on the domain name side of things and with brokering the acquisition of the target domain name.

SOLUTION

How did you select this vendor?

Name Ninja's client, shared in common with Catchword, chose Catchword, however Name Ninja often recommends Catchword to clients or potential clients who are seeking a world-class naming and branding agency. Name Ninja has collaborated with Catchword and shared clients on many naming and re-branding projects over the last 6 years.

Describe the scope of their work in detail, including any steps and the final deliverables.

Catchword took our common client through their proprietary name and brand development process. Name Ninja took the list of shortlisted names and researched the acquire-ability of the .com domains that matched those names. This research then lead to a further shortlisting of the names and finally to a name being chosen and a domain being acquired.

How many people from the vendor's team worked with you, and what were their positions?

We worked with one of the partners at Catchword, and of course we worked with the VP of marketing of the common (shared) client.

RESULTS & FEEDBACK

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

Catchword helped the client develop a list of nearly 100 potential new brand names. Name Ninja (representing the domain name side of the equation) and Catchword (representing the naming and branding side of the equation) then helped the client narrow down their selection until a final choice was made.

Describe their project management style, including communication tools and timeliness.

Catchword and Name Ninja were involved at different stages of the overall project with the shared client, but communication with Catchword is always quick and professional. Every shared client we have worked on a project with Catchword has always spoken highly of their experience working with Catchword. They are total professionals.

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

Catchword has deep expertise when it comes to naming, and they also have exceptional taste in regards to what constitutes a world-leading brand name. I have always respected Catchword's integrity and expertise.

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

This most recent project ran very smoothly, and I cannot recall any concerns related to Catchword.

BACKGROUND

Please describe your company and your position there.

I am the Chief Marketing and Communications Officer at a company that provides technology, data and analytics to multiple industries

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword, and what were your goals?

Our company recently launched a product that needed to be named. We engaged with Catchword to brand that solution. Our main objective was to expand the list of name options we had for the solution, and quickly.

In addition, it was imperative that names be vetted for availability as trademarks. We were looking for a responsive, nimble team of seasoned naming professionals that could streamline the process, turn around great creative ideas, and get us to a name decision in short order. Catchword was very helpful - and very responsive - with this project.

SOLUTION

How did you select this vendor?

We conducted an internet search of top naming agencies and selected Catchword after reviewing their website and interviewing the company. In addition to its impressive portfolio of naming work and reputation in the industry, we really enjoyed our conversation with the Catchword team. Not only were they clear in explaining our options, but they were extremely personable and willing to develop a process that addressed our needs, customizing their typical way of working in order to meet our very tight timeline.

Describe the scope of their work in detail, including any steps and the final deliverables.

In order to meet our needs, Catchword used a process called a Creative Blast. they reviewed information we sent to them, asked us some questions, and then developed a creative brief for the project based on this information - which was pretty spot on. They then provided one large round of name ideation.

The ideation was substantial, covering an enormous range of messaging directions and name styles, and the delivered work was fantastic. Our immediate reaction was “wow, there are so many great options here!” They also conducted trademark prescreening work on our preferred names, assigning a risk profile to each name, which was extremely clear and helpful in making decisions about which names to submit to our attorneys and pursue further.

How many people from the vendor's team worked with you, and what were their positions?

We worked directly with Mark, one of the agency’s partners. He was very responsive, personable, easy to work with, and a great guide throughout the process, keeping us informed about progress and up to date on the next steps, deliverables, etc.

RESULTS & FEEDBACK

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

While we haven’t made the name public yet, I can say that Catchword did a fantastic job on the project. They came up with so many different, interesting, and viable names for the product, and served a vital role in getting us to a decision on a final name for the solution. We wouldn’t hesitate to work with them again

Describe their project management style, including communication tools and timeliness.

As I mentioned, Mark and the Catchword team were great to work with. The workflow was smooth, no hiccups, we always felt in the loop, aware of the next steps, etc. They’re highly experienced in managing naming projects and it shows.

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

I suppose I found both the process and the names themselves most impressive. Working with their team was easy, and the name ideas they came up with and shared were clever, surprising, and on-point. It was exactly what we were hoping to get out of an engagement with a naming partner.

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

Nothing. They have a great process, great people, and great creative work.

BACKGROUND

Please describe your company and your position there.

Consulting a marketing leader for Global CPG organization in the cleaning category. Client oversees innovation and base business growth.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

Our client, a leader in the cleaning category was looking to create distinction among its competitive peer set and was looking to create a powerful sub-brand for the underlying technology that makes its products more efficacious than competitors.

What were your goals for this project?

1. Develop a solid understanding of the competitive set and internal stakeholders biases to set the scope for naming.
2. Identify a wide range of names that could then be tested through cutting edge research and to eventually identify a name that would drive brand growth.
3. Support the client through the trademarking and naming execution process.

SOLUTION

How did you select Catchword?

Catchword has been a trusted partner of our firm and our clients for the last five years and I would never consider another firm.

Describe the scope of their work in detail.

1. Catchword helped us develop a solid understanding of the external landscape and competitive set, while understanding the biases and hypotheses of internal stakeholders.

2. They helped us  generate a wide set of names that cover a variety of territories to help the client explore different emotional benefits.

3. Catchword also helped our client in deciding on which names would lead to the most impact on its brand and portfolio of product by evaluating and optimizing the names using behavioral science driven research methods.

4. Lastly they helped our client through the process of selecting a name and all the legal and trademark processes and help the client launch its new sub-brand throughout its portfolio.

What was the team composition?

We worked with the founder and five different leaders from different parts of the process but they made it an incredibly streamlined process.

RESULTS & FEEDBACK

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

As always, the Catchword team did a fantastic job creating a compelling list of highly appropriate, creative name solutions for our shared client’s technology. So many, in fact, that our client had a hard time narrowing the list for research. And, ultimately, the name that was selected performed exceptionally well through the rigorous research tests that were conducted, and recently launched with supporting communication.

How effective was the workflow between your team and theirs?

Again, I've been working with Catchword for 5 years and would not consider another agency. They are incredible and a world class innovator.

What did you find most impressive about this company?

Aside from their extensive process that melds science and creativity, their people are just incredible to work with. They are passionate and bright, but also fun and kind. It makes working with them so easy.

Are there any areas for improvement?

Yes, I need to find more of our clients that need naming work so that we can partner with them.

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?

Catchword has been an agency of record on retainer with our organization for several years. We engage them on a range of projects including name development, naming strategy, and occasionally design work.

What were your goals for this project?

I’ve collaborated with Catchword on numerous projects. In this case, I engaged their team to help with both naming strategy and name development for a diversity- and inclusion-based program and the various components that relate to the program.

SOLUTION

How did you select Catchword?

Again, Catchword is a naming agency of record and a go-to for all things naming related.

Describe the scope of their work in detail.

This particular project involved input and guidance on a strategic approach to naming not just the program but the component initiatives that support the program.

Essentially, it required thinking through the ways the components relate to one other and to the program name, where the greatest equities exist, and providing guidance on *what* to name and *how* to name it.

In this sense, the first part of the project was the creation of a naming system to be followed by actual program and component naming.

What was the team composition?

We worked directly with the agency’s partners.

RESULTS & FEEDBACK

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

While I can’t reveal the outcome of the project, I can say that Catchword did a great job of providing direction on naming strategy. We’re sure to receive seaned counsel on naming strategy and architecture issues.

They’re not afraid to have tough conversations and to push our thinking.

How effective was the workflow between your team and theirs?

Catchword is an extension of our branding department. We’ve been working with them closely for years and consider them colleagues. Workflow is always extremely smooth, friendly, and effective.It’s an ideal relationship.

What did you find most impressive about this company?

It’s kind of hard to say what impresses me most about Catchword. They *get* us and our company’s approach to naming and so they always develop names that make sense in our portfolio and reflect our fairly strict naming protocol.

They’re able to provide great insights and guidance on strategic naming questions. They’re super-efficient and responsive, oftentimes in the face of very tight timelines.

If I’m being pressed for just one thing, it’d be their ability to create names for our solutions that are on-brief and compelling to our business teams.

Are there any areas for improvement?

No, we’ve got Catchword on speed-dial at this point.

BACKGROUND

Please describe your company and your position there.

I am Director, Strategy & Insights for a health and wellness organization.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

My team and I engaged Catchword to develop a name for a new product technology in the personal care space.

What were your goals for this project?

Given the importance of this new technology, it was imperative that we nail the name. My team and I had been involved in product naming initiatives before and we understood the challenge ahead of us, to find a name that would resonate with our customers and on shelf and also pass legal muster.

We also had some diverging opinions internally about the direction for the name, some of us favoring a more functional approach and others preferring a more emotive, end-benefit-driven brand name. So, in this sense, on top of the creative and IP needs, we required some strategic naming counsel. We agreed, given the importance of our new technology and this brand launch, and we needed to hire an agency to help us and, in particular, a naming agency.

SOLUTION

How did you select Catchword?

We did online research, identified a shortlist of industry leaders, spoke with each, and ultimately found the best fit with Catchword. In particular, we liked their thinking on names as business assets and their flexibility in terms of both process and name style.

They’re a highly experienced group and they have strong opinions on naming, but they understand that there’s no one-size-fits-all solution to name development, and that the right name is different for every client. We liked this somewhat stylistically agnostic approach to naming, which suggested to us that we were going to get a set of creative ideas that suited us and our product specifically.

Describe the scope of their work in detail.

The process involved a series of interviews and group meetings to fully understand our technology, how it works, the market it will serve, and our communication objectives for the brand, including intended positioning, brand personality and key messaging. We’re a research-focused group, so we had a considerable amount of validated insights to share with their team.

Catchword did an excellent job of processing all the data, and it was clear they really understood the nature of our new technology and how it worked on a practical level. Once we had agreed on a creative path for naming (which included two distinct routes—one specific to more direct, functional messaging and one focused on less direct, and end-benefit messaging) their team created a ton of names, I believe in the hundreds or even thousands.

Over the course of the project and on multiple occasions they shared over 100 name ideas with us, and, overall, I would say the names were really spot on. They very accurately reflected the directions we had agreed to and provided us with a really extensive list of name options.

What was the team composition?

The team included several creative namers and strategists, but our day to day contact was one of the agency’s partners.

RESULTS & FEEDBACK

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

We’re still in research, validating a shortlist of names, but I would say that Catchword did a fantastic job on this project. As a testament to the quality of work, we had a very hard time narrowing down the list of names for research. In fact, our initial research included over 20 names for the product. That’s since been winnowed down to a more select shortlist of names, but we liked so many of Catchword’s names we had trouble deciding which names to test!

How effective was the workflow between your team and theirs?

Workflow was great. They’re excellent communicators and project managers and the process moved forward very smoothly, on time, no hiccups. I should add that they’re also a very fun and friendly group to work with. We genuinely enjoyed our meetings, discussions, email exchanges, etc. Smart and funny group of people.

What did you find most impressive about this company?

If I had to point to one thing that most impressed me about Catchword, it would be the range, suitability, and appeal of the names they developed. To have as many name options as we did, that we genuinely liked, was both surprising and extremely impressive.

Are there any areas for improvement?

Not really. We’d hire them again for sure.

BACKGROUND

Please describe your company and your position there.

At SEMGeeks, I was a Partner/Creative Director. SEMGeeks is a digital marketing and design agency in NJ who specializes in driving ROI for digital marketing for brands who have a heavy digital presence. My role was to lead all creative execution with strategy and design operations, managing a team of 6 designers.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

In my capacity as a Creative Director at another branding agency I had the opportunity and pleasure to collaborate with Catchword on a full branding program for a shared client, including brand strategy, positioning, naming, brand identity, and website development. Catchword managed the name development component of the program.

What were your goals for this project?

Our client was a large player in the data center infrastructure management (DCIM) space. Key to the project was developing a name that truly reflected our brand positioning, differentiated our client vis-a-vis its competitors, and providing a trigger for conversation about not just the software solution but the technicians on the client side that supported implementation, sometimes spending up to 18 months onsite with customers helping to train their personnel.

This was a brand that needed to bridge technology and humanity because, in fact, the solution—what customers were purchasing—was a combination of the two.

SOLUTION

How did you select Catchword?

Our client selected Catchword after a thorough evaluation of several naming agencies. We didn’t have a role in the selection process.

Describe the scope of their work in detail.

Catchword handled the entire name development component of the program, including conducting their own discovery phase (which included a review of our strategy and positioning work), stakeholder interviews to gain insight into preferences to guide name development, the creation of what I believe was literally thousands of names, multiple name presentations, and trademark screening to eliminate names with legal issues.

What was the team composition?

We worked directly with Mark Skoultchi, one of Catchword’s partners, but there were other account and creative personnel that worked on the project. I think the whole naming team included probably five or six team members.

RESULTS & FEEDBACK

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

I’ve been a part of numerous naming projects over the years and I know how challenging naming is. I was extremely thankful to have Catchword managing this aspect of the brand building process, and they did an outstanding job. From the very start, they impressed everyone on our team, including our client and brand teams. They were extremely organized and thoughtful.

One of the things that most impressed me was how they approached the naming piece of the project, from a broader business and branding perspective rather than just a creative deliverable. They really understood and embraced the notion that their work needed to be a reflection of the strategy and positioning we had developed, that all the components of the brand needed to speak together as a cohesive and mutually supportive body of communication.

I think while Catchword is primarily focused on brand names, their team has a much broader set of strategic skills and understanding of branding. In terms of outcomes, Catchword produced scores of on-brand and creative name ideas, and many of them were shortlisted and submitted to our client’s attorneys for trademark evaluation.

The resulting name really did marry technology and humanity in such a perfect way and served as a great platform for conversation about the software and the team that supported it. They nailed it.

How effective was the workflow between your team and theirs?

Like butter. Sometimes, when multiple agencies are working for the same client, on the same project, communications can get lost. But not in this case. Catchword kept us in the loop at every step, solicited our input on creative deliverables and ensured our comfort with the recommendations. We had complete peace of mind that they had things under control throughout.

What did you find most impressive about this company?

Catchword was a great partner in so many ways. They were sophisticated in their thinking about brands and brand names, super organized and efficient from a process standpoint, respectful of the work we had done and the strategy we had laid out for the brand, and highly creative in developing names and with their name recommendations.

If I had to identify just one thing that most impressed me with the agency though, it would be the way they mapped their names to the objectives we set out for the brand overall. The names really were spot on.

Are there any areas for improvement?

They could scale up so they could take on more work! I think their team is only about 10 people. But I guess that’s pretty sizable for a naming agency. Other than that, nope, they’re great at what they do.

BACKGROUND

Please describe your company and your position there.

Global Product Marketing Manager at a Medical Technology corporation.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

In my role as Global Product Manager for an international medical device company, I engaged Catchword to develop a naming strategy and brand name for an umbrella brand in the orthopedic surgery space. In addition, the agency was asked to provide guidance on the relationship of the new brand to existing brands in, and outside, our company’s orthopedic portfolio.

What were your goals for this project?

The goals for the project were to help our team think through a series of naming strategy questions related to the naming of a new umbrella brand and to develop a suitable and trademarkable name for the brand. Our hope was to find a partner that would provide not only a creative name solution for our brand, but also a perspective and counsel on the relationship of our new brand to existing brands in our company’s portfolio more widely. We were keen to work with a firm that had both creative naming capabilities and experience with higher level naming strategy and architecture issues.

SOLUTION

How did you select Catchword?

Catchword had completed a naming project for another division within our organization and came highly recommended. Still, we did our due diligence, evaluated a range of agencies, and ultimately determined that Catchword was the right fit for our project. That they came so strongly recommended by my colleagues ensured we were making the right agency decision.

Describe the scope of their work in detail.

Catchword’s work involved an initial discovery phase to fully understand our new orthopedic solution, the market, competitive offerings, and our portfolio of products.

Because the brand being named is to serve as an umbrella for a number of related products, Catchword spent the time to understand the relationship between the umbrella and the products and the implications for name development.

There were a series of interviews and meetings with key stakeholders to gain alignment on a strategy for naming, followed by a very thorough project brief. Once aligned, Catchword conducted multiple rounds of name creation, prescreened names for availability as trademarks, and presented their work to us with formal recommendations that were well articulated and thoughtful.

While we’ve not made a final name decision yet, I was very impressed by the range and depth of creative ideas their team developed and shared with us.

What was the team composition?

My main point of contact was Mark Skoultchi, a partner at Catchword. He was extremely accessible and responsive and always got back to me in short order. He was also instrumental in keeping the project moving forward smoothly, but not afraid to push back and take a strong position on a direction if he felt it was in our team’s best interest.

I believe their team also assigned a creative lead to the project and that several creative personnel contributed to the name generation itself. All in all, I would guess five or more team members contributed to our project in one way or another.

RESULTS & FEEDBACK

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

I’ve since taken a position with another company, and my understanding is that the project has not yet wrapped up, but based on my experience working with Catchword I can say that my team and I were extremely impressed with Catchword, their strategic input, and the names they developed.

Their team is very experienced and smart, highly organized, and excellent at guiding a group through the surprisingly challenging exercise of name development.

How effective was the workflow between your team and theirs?

One of the things I enjoyed most about working with Catchword was the team itself. In addition to be real experts in naming they’re also just a great group of people. Mark, in particular, was a great contact, always keeping me in the loop about where his team was in the process and what to expect next.

In addition, he provided excellent strategic counsel, helping me and my team to think through some tricky naming strategy questions and making sure that our approach to naming the new brand was strategically sound.

What did you find most impressive about this company?

A lot about my experience with Catchword impressed me, but I think maybe what impressed me most was their dedication to our project and the way they integrated themselves into our team.

Unlike a lot of vendors we work with, Catchword really did feel very much like an extension of our group. I felt comfortable reaching out and requesting input or a call to discuss things at any time. The working relationship was truly seamless, and by the end of my time on the project, I felt I had become friends with these people. I’m certain if I have a naming need in the future they’ll be the first people I call.

Are there any areas for improvement?

Not that I can think of. Working with Catchword was a great experience all around.

BACKGROUND

Introduce your business and what you do there.

I’m a senior account executive at Spire Agency, a B2B branding agency. We specialize in logo design, sales collateral, messaging, positioning, and other engagement. I’ve been with the company for four years.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Catchword?

We needed a partner who specialized in naming for two different clients. One of our clients wanted a complete rebrand, and then the other one had several products that they wanted to brand with new names.

SOLUTION

What was the scope of their involvement?

Catchword helped us with two different clients. One client had one naming engagement, and the other had three. We’ve worked with Catchword a total of four times.

For the client going through a full rebrand, Catchword helped us come up with several names in the clean, green energy space. We were able to select a name right away, so it was a very thorough but overall quick and successful process.

We went through a very similar process with our other client, although they were looking to name products rather than a company. At the start of each engagement, they completed a creative brief, which the client signed off on. Then, they presented two rounds of names, and the client narrowed down their favorites and selected one from there.

What is the team composition?

Our main point of contact was Laurel (Senior Strategist, Linguist & Co-Founder).

How did you come to work with Catchword?

We did a lot of research on Clutch, and Catchword was ranked at the top. We spoke to some of Catchword’s competitors as well, but we felt that they were the best fit for us. They were able to meet all of our needs and requests, and they were really great to work with.

How much have you invested with them?

Our total engagement was about $70,000. That breaks down to $33,000 for one client and $36,000 for the other.

What is the status of this engagement?

We initially had a three-month engagement from August–October 2019. Our engagement for our second client began in July 2020. That engagement consisted of three projects, each of which ranged from 1–3 months. The last project was completed in September 2020, but we continue to talk to Catchword on a regular basis.

RESULTS & FEEDBACK

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

All of the feedback we received from our clients directly — as well as their competitors and prospects — was very, very positive. For the client who went through a rebrand, we’ve gotten a lot of great reviews that the name clearly conveys what they do and what space they play in. The name helped complete the rebrand and really set us up for the next level. Our clients were extremely pleased with Catchword’s work. 

How did Catchword perform from a project management standpoint?

Catchword was great to work with. We communicated via Zoom and email. We had calls as-needed, and then Catchword was present for any client presentations. We had no issues at all with communication; they were very responsive. 

What did you find most impressive about them?

Catchword was super helpful and very well-received by our client, who loved working with them and all of the names they proposed. They provided great rationale and descriptions for each name.

They were very thorough, and their presentation style was wonderful. They were able to easily articulate the different names and meanings to the client in such a way that they could understand. They made it a really seamless and easy-to-understand process that everyone could get behind and understand, even those who hadn’t done a branding initiative before. 

Are there any areas they could improve?

No, not at all.

Any advice for potential customers?

Catchword is absolutely worth whatever they cost. Our clients have been extremely pleased with them.

BACKGROUND

Please describe your company and your position there.

I’m the Director of Product Marketing for a global technology company and online platform. We have both free and paid products for a variety of different users and buyers. I oversee product marketing for all lines of business.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

Our organization has been transitioning from a free online platform to a SaaS company, and we engaged Catchword to develop a naming strategy and architecture for our growing portfolio of products and services, including making recommendations for where to use descriptive versus proprietary names in our portfolio.

In line with that work, Catchword was also engaged to develop several proprietary brand names for key products in our portfolio.

What were your goals for this project?

Ultimately, our goals were to better understand how best to organize the products in our portfolio (including the way they relate to one another), develop a future-proof naming strategy and architecture for our portfolio, and create strong, distinctive brand names for the products for which proprietary names were recommended.

In addition, we were looking for a recommendation for how to utilize our company name at the product level (e.g., as an overbrand or endorser brand), and a system of names for different “tiers” of one of our key products.

SOLUTION

How did you select Catchword?

We knew we needed to work with an agency - we needed a team with a depth of experience that could focus on the project. We evaluated 7-10 agencies. Our evaluation criteria had a few parts:

1. Their understanding of our business and the unique challenges we were facing
2. The clarity of their process to arrive at a strategy and names
3. Experience in the SaaS and technology space
4. The vast majority of the team worked for the agency directly (as opposed to being a group of freelancers).

Catchword met all these criteria and more. They were a standout from the first meeting and the evaluation committee all agreed they were the best fit.

Describe the scope of their work in detail.

Catchword provided both naming strategy/architecture and creative name development services to our organization. Phase 1 of their process involved an extensive discovery phase including materials review, an industry audit, and numerous stakeholder interviews.

That discovery work was followed up by a series of brainstorms and presentations of naming strategy and architecture options, refinements to our preferred strategy and architecture, and a recommendation for where to use to brands in our portfolio and where to use descriptive nomenclature.

Once we had gained internal consensus around a specific strategy and plan for product naming, Catchword engaged in the development of proprietary names for two different products in our portfolio, and an exploration of naming systems for our product “tiers.” All told, the engagement lasted approximately 4 months.

What was the team composition?

While we understand Catchword has a team of account, strategy, and creative personnel, we worked directly with one of the agency’s partners and a senior strategist. Both were excellent—smart, responsive, and very easy to work with. I was confident having them run discussions with senior level leaders in the company.

RESULTS & FEEDBACK

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

Our project is nearing completion and already we’re extremely happy with the decision to work with Catchword. From the upfront research to inform their strategy recommendations to the name ideas they’ve developed for our products, they’ve demonstrated tremendous expertise, intelligence, and creativity.

With just a few small tweaks, their naming strategy recommendation was overwhelmingly supported by our core team, and the product name ideas they’ve developed have been very thoughtful, creative, and surprising (in a good way).

How effective was the workflow between your team and theirs?

Workflow was seamless. Our contacts were always available to us, extremely responsive, and excellent at keeping us apprised of their team’s progress, next steps, and when we could expect deliverables.

From the outset, they felt like an extension of our team, like colleagues we had worked with for years. Culturally speaking, we “clicked” with them, and it made for a really smooth, friendly, truly enjoyable collaboration.

They were also very quick and effective at digesting our input on the strategic work and turning around updated schematics for our review and approval.

What did you find most impressive about this company?

Catchword really lived up to their reputation as one of the real leaders in naming. If I had to say what impressed me most, I suppose it would be their process. It really reflected years of experience doing this sort of work, thinking through naming strategy and architecture issues, and having a plan for how to address surprisingly complex naming related questions.

And the way the strategy piece informed the actual name development work they did was also very impressive. While it was two distinct phases of work, it felt very cohesive, and it was interesting how the learning’s in their phase 1 strategy work provided the foundation for their phase 2 name development work.

It all really just came together very well. I would have to say the process they used was especially impressive to me.

Are there any areas for improvement?

Not that I can think of.

BACKGROUND

Please describe your company and your position there.

Global Marketing Director for a large digital customer experience and IT services provider.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Catchword?

We're a global company with offices in 20 different countries and over 50,000 team members around the world.

As we continue to grow both organically and via acquisitions, we decided to engage a naming firm to provide an outside perspective on our name, including the descriptor we use in combination with it, and make a recommendation for whether to retain our current name and descriptor or change one or both.

What were your goals for this project?

Our objective was to gain insight into the equity of our current name and the appropriateness of it given our expanding and shifting business. In addition, we were looking for a perspective on the potential for confusion with our parent company that goes by the same name but services a different market than we do.

Ultimately, we were looking for a recommendation on whether to keep our current name (and descriptor), change one or both to something else, and if so, creative help in developing name and/or descriptor options.

SOLUTION

How did you select Catchword?

Alternative agencies / partners were considered (shortlisted / found via internal recommendations and Google search). Catchword had an impressive list of other tech brands as clients and were extremely responsive and flexible in their approach. They were the perfect fit and best selection for our needs.

Describe the scope of their work in detail.

Catchword’s work involved a considerable amount of discovery, pouring over all relevant business, branding, and marketing documents we provided to them and speaking with approximately 25 senior executives, including the heads of our European, Central American, and Asian markets and folks in sales, operations, marketing, and other roles.

Based on their understanding of our objectives, they developed an extremely thoughtful and comprehensive questionnaire template which they customized for each stakeholder interview based on the executives’ role within the company.

It was clear they had done this sort of work before and had a plan for how to obtain the data they needed to make their recommendation. As their primary point of contact in the organization, I felt extremely comfortable with them and confident they were getting what they needed from our internal teams and that the process would advance smoothly. And it did.

After they completed their materials review and stakeholder interviews, they came back with a recommendation. The recommendation was extremely well supported and we engaged them to develop a range of new descriptors for our consideration.

That process included the creation of a set of parameters for descriptor exploration and the development of over 500 descriptor options, including real words, initialisms, and other constructs.

Frankly, it’s incredible how many different ways they came up with to speak to our business and help differentiate our company from our parent company. It was a really impressive combination of creativity and thoroughness.

What was the team composition?

Our day-to-day contacts were Mark Skoultchi, one of the agency’s partners, and Laurel Sutton, a senior strategist on their team. However, we know there were others who contributed to the project behind the scenes, including other strategic personnel and creative associates who developed the descriptor options.

It’s worth mentioning that we felt extremely comfortable working with Mark and Laurel. Both were extremely responsive, highly organized, insightful, and enjoyable to work with.

RESULTS & FEEDBACK

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

While we haven’t made a final decision on a way forward yet, we feel Catchword added exactly the value we were looking for, and we’re extremely impressed with their process, the way they articulated and rationalized their recommendations, and the creative descriptor ideas they developed.

In the coming weeks we’ll be returning our attention to those descriptor options and most likely adopting one of Catchword's recommended solutions.

How effective was the workflow between your team and theirs?

As I mentioned, Mark and Laurel were great. From the outset, we felt extremely comfortable with both of them and confident they would lead the project effectively and smoothly.

They were quick to respond to email, always available for video calls (even on a moment’s notice), and excellent at keeping us up to date on their progress and next steps.

They also did a great job of providing drafts of their thinking and deliverables for review by me and our core team before sharing anything with the wider group, so we were always in the loop and had an opportunity to suggest changes if necessary.

What did you find most impressive about this company?

Catchword really delivered on all fronts! They were a great strategic and creative partner, meticulous in their research and discovery, thoughtful and smart in developing their recommendations, and remarkably creative in imaging alternative descriptors for use with our company name.

Even though we realize Catchword has considerable experience thinking through naming strategy issues (it’s one of the key reasons we hired them), we suspect our situation (and our “ask”) was somewhat unique, even for them, and they did a wonderful job of addressing our challenge and presenting us with a well supported and extremely thoughtful set of recommendations.

In short, we wouldn’t hesitate to recommend them to other companies (especially large, global companies with complex internal teams) looking for an agency to help with naming strategy issues.

Are there any areas for improvement?

Really nothing. They were great and exactly what we were looking for in a naming partner!