Catchword Branding
Encyclopedia
Catchword Branding is a naming firm
that develops product and company names. Headquartered in Oakland, California
, Catchword creates brand names, corporate names, and slogans for industries including technology, consumer products, financial services, and healthcare.
Catchword's process for creating new brand names typically involves generating thousands of name candidates. From that list, several hundred names are selected for evaluation for trademark and domain name availability. It conducts linguistic and market research to make sure that the names it creates are easy to say and don't have negative connotations in worldwide markets.
in downtown Oakland
. In 2001, Mark Skoultchi opened the New York office, and he became a partner of the firm in 2005. Alper left Catchword in 2009.
Notable brand names include the media technology company Vudu, the McBistro Chicken sandwich for McDonald's, and the soft drink Pepsi Blue
created for PepsiCo
. The firm also worked with the American Red Cross
to develop the "Do More Than Cross Your Fingers" campaign to encourage disaster preparedness. Other clients include Cisco Systems
, Palm, Adobe Systems
, Gap
, eBay
, and Wells Fargo
.
Naming firms
Unlike their full service marketing counterparts, naming firms specialize entirely in the linguistic art/science of creating product and company names. Currently there are about 50 naming firms globally. Naming has become big business, with some larger companies investing upwards of $500,000 to...
that develops product and company names. Headquartered in Oakland, California
Oakland, California
Oakland is a major West Coast port city on San Francisco Bay in the U.S. state of California. It is the eighth-largest city in the state with a 2010 population of 390,724...
, Catchword creates brand names, corporate names, and slogans for industries including technology, consumer products, financial services, and healthcare.
Catchword's process for creating new brand names typically involves generating thousands of name candidates. From that list, several hundred names are selected for evaluation for trademark and domain name availability. It conducts linguistic and market research to make sure that the names it creates are easy to say and don't have negative connotations in worldwide markets.
Corporate history
Maria Cypher, Laurel Sutton, and Burt Alper founded Catchword Branding in 1998. In 2000, the company moved its headquarters into Tribune TowerTribune Tower (Oakland)
The Tribune Tower is a 305-ft. , 21-story building located in downtown Oakland, California. Completed in 1923, the 89,251 sq.-ft. building was opened by Joseph R. Knowland on January 1, 1924, as the home of the Oakland Tribune newspaper, and is a symbol of both the Tribune and the city of...
in downtown Oakland
Downtown Oakland
Downtown Oakland is the central business district of Oakland, California; roughly bounded by 6th Street or the Oakland Estuary on the southwest, Interstate 980 on the northwest, Grand Avenue on the northeast, and Lake Merritt on the east....
. In 2001, Mark Skoultchi opened the New York office, and he became a partner of the firm in 2005. Alper left Catchword in 2009.
Notable brand names include the media technology company Vudu, the McBistro Chicken sandwich for McDonald's, and the soft drink Pepsi Blue
Pepsi Blue
- History :Pepsi Blue was launched in mid-2002 and discontinued in Canada and the United States in 2004, although it remains available in some other countries. Its berry flavor was the result of taste-testing over 100 flavors over a 9-month period...
created for PepsiCo
PepsiCo
PepsiCo Inc. is an American multinational corporation headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company...
. The firm also worked with the American Red Cross
American Red Cross
The American Red Cross , also known as the American National Red Cross, is a volunteer-led, humanitarian organization that provides emergency assistance, disaster relief and education inside the United States. It is the designated U.S...
to develop the "Do More Than Cross Your Fingers" campaign to encourage disaster preparedness. Other clients include Cisco Systems
Cisco Systems
Cisco Systems, Inc. is an American multinational corporation headquartered in San Jose, California, United States, that designs and sells consumer electronics, networking, voice, and communications technology and services. Cisco has more than 70,000 employees and annual revenue of US$...
, Palm, Adobe Systems
Adobe Systems
Adobe Systems Incorporated is an American computer software company founded in 1982 and headquartered in San Jose, California, United States...
, Gap
Gap (clothing retailer)
The Gap, Inc. is an American clothing and accessories retailer based in San Francisco, California, and founded in 1969 by Donald G. Fisher and Doris F. Fisher. The company has five primary brands: the namesake Gap banner, Banana Republic, Old Navy, Piperlime and Athleta. As of September 2008,...
, eBay
EBay
eBay Inc. is an American internet consumer-to-consumer corporation that manages eBay.com, an online auction and shopping website in which people and businesses buy and sell a broad variety of goods and services worldwide...
, and Wells Fargo
Wells Fargo
Wells Fargo & Company is an American multinational diversified financial services company with operations around the world. Wells Fargo is the fourth largest bank in the U.S. by assets and the largest bank by market capitalization. Wells Fargo is the second largest bank in deposits, home...
.