naming strategy

Build it and they will follow.

If there’s an acrostic or crossword puzzle in the office, someone on the Catchword team feels compelled to solve it. We use the same combination of logic and creativity to develop effective naming architectures for our clients.

A naming architecture organizes all of a company’s existing names and provides rules and recommendations—a naming protocol—for determining which future products get named and how. Should a new product name be a generic descriptor or a proprietary name? Should three related products be folded under one umbrella name, or should each retain its own trademark? What are the naming conventions employed by a company or division? Must all names incorporate a certain word part or structure?

Deciphering the interrelationships among company, product category, and individual product names can require a giant flowchart across an entire wall of a conference room. Without structure, this flowchart can turn into an unnavigable maze—for employees responsible for naming new products and consumers attempting to purchase a company’s products.

Let Catchword’s proven approach show you the fastest, most reliable route to naming your current and future products.

Catchword’s naming strategy process includes the following steps:

Discovery

• Initial interviews with client team
• Internal audit of existing names and naming protocol
• External interviews
• Competitive audit

Exploration and Analysis

• Development of alternative naming architectures
• Collaborative review of naming architectures
• Strategic architecture refinement
• Presentation of recommended naming architecture
• Development of new service or new product naming protocol
• Product and Service Name Development (as necessary)