Catchword (company)

Catchword is a naming firm that creates company and product names. Headquartered in Oakland, California with an East Coast office in New Jersey, Catchword has created names for companies in the technology, food and beverage, consumer products, financial services, healthcare and automotive industries.[1]

Catchword
Private
IndustryNaming, Branding
Founded1998
HeadquartersOakland, California; USA
Number of locations
2
Area served
Worldwide
Key people
Maria Cypher, Mark Skoultchi
ServicesCompany Naming
Product and Service Naming
Naming Strategy
Naming Architecture
Linguistic Analysis
Tagline Development
Websitecatchwordbranding.com

Corporate history

Catchword was founded in May 1998 by co-workers Maria Cypher, Laurel Sutton, and Burt Alper. The company initially focused on technology and start-up companies, but later broadened its scope to cover other industries.[2] In January 2001, Mark Skoultchi joined the company to head East Coast operations at its New Jersey office. Since 2014, the company has been headed by Cypher and Skoultchi.[2][3]

Catchword is a member of the Global Naming Network, which comprises naming firms from around the world collaborating on creative work and linguistic analysis.[4]

Services

Services offered by Catchword include company and product naming; tagline creation; naming strategy, architecture, and protocol; linguistic analysis; trademark prescreening and naming research.[5][6][7]

Apart from naming services, Catchword reviews brand names on its website.[8] The company also runs the online site PopNamer, featuring name games in which the general public submits name ideas for trends, social phenomena and existing products and companies.[9][10] Catchword also operates JustTheWord, a catalog of brandable domain names.[11]

Clients/Names

Catchword has created notable product and company names such as Refreshers (for Starbucks); Upwork (for Elance-oDesk); Attain (for Aetna); Fibrance, Valor and ClearCurve (for Corning); GoMotion (for SportsEngine); Optane (for Intel); Nature’s Promise (for Ahold); Storyscape (for FoxNext); Charge, Flex, Surge, One, Zip, and Force (for Fitbit); Keysight (spinoff of Agilent); Crazy 8 (for Gymboree); Dreamery (for Dreyer's); Infusion (for Spalding); Javiva (for Peet's Coffee & Tea); Kijiji (for eBay); Maxify (for Canon); Photoshop Elements (for Adobe); Asana; Bridgespan Group; FireEye; Soluna; Ursa and Vudu.[12][13][14][15]

Catchword’s clients include Aetna, Amazon, AMC Networks, Canon USA, CBRE, The Clorox Company, Corning, Fitbit, General Motors, Hitachi, The Home Depot, Intel, McDonald’s, PwC, Safeway, SEGA, Uber, Unilever and Wells Fargo Bank.[12][13][14][16][17]

Awards
YearAwardCategory
2019MarCom AwardsGold[18]
2019Hermes Creative AwardsGold[19]
2018Transform Awards - North AmericaBronze[20]
2016London International AwardsSilver[21]

References
  1. Schellhorn, Eric (26 July 2004). "Firms play tough game to defend a good name". Christian Science Monitor.
  2. "Archived copy". Archived from the original on 2011-06-10. Retrieved 2010-06-25.CS1 maint: archived copy as title (link)
  3. "20th anniversary". catchwordbranding.com/.
  4. "Global Naming Network USA Members". Global Naming Network. Retrieved 1 October 2015.
  5. Elliott, Stuart (13 November 2007). "Next Project for eProject: A New Name". The New York Times.
  6. Denham, Kristin; Lobeck, Anne (2009). Linguistics for Everyone: An Introduction. Cengage Learning. p. 94. ISBN 978-1-4130-1589-8.
  7. 99% Invisible. "How Companies Name New Products". Slate. Retrieved 8 September 2015.
  8. "Catchword Branding Name Reviews". Catchword Branding. Catchword Branding. Archived from the original on 24 April 2012. Retrieved 8 October 2015.
  9. "PopNamer". PopNamer. Catchword Branding. Retrieved 8 October 2015.
  10. Berry, Freya; Geller, Martinne. "MegaKega? Megabrew? Beer merger plans launch corporate name game". UK Reuters. Thomson Reuters. Retrieved 30 October 2015.
  11. "About Just The Word". Just The Word. Just The Word. Retrieved 8 October 2015.
  12. Gabler, Neal. "The Weird Science of Naming New Products". The New York Times. Retrieved 25 June 2015.
  13. Quinn, Michelle (29 August 2007). "Dot-com names get dottier". The Los Angeles Times.
  14. "Metroactive Features | Mind/Body/Spirit Marketing". www.metroactive.com. Retrieved 29 November 2019.
  15. "Catchword Profile". Clutch.co. Retrieved 1 October 2015.
  16. "Catchword Profile". Clutch. Retrieved 1 October 2015.
  17. "Full Client List". Catchword Branding. Retrieved 1 October 2015.
  18. "Winner details - Catchword Branding". MarcomAwards.com.
  19. "Winner details - Catchword". Hermes Creative Awards.
  20. "Winners Book - Transformm Awards 2018" (PDF). Transformmagazine.net.
  21. "Winner details - Catchword". LIA Entries.

Official website

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