Mark Skoultchi

I

The Catchword team are experts in every aspect of brand naming, from brand and naming strategy to name development to domain names to visual identity design. At Catchword, the team works together very closely, so whether you

My perspective on creativity is communication focused, so for me creativity always involves making a connection with an audience, even if that

A creative idea uses imagination to connect with others in meaningful ways. It engages heart and mind, expresses your truth. It builds trust so that your audience is open enough to hear you, so that they can recognize a piece of themselves and their truth in your message.

At Catchword, we use a proven process evolved over more than two decades working with clients in every sector. Whether we are providing brand naming services only or a comprehensive strategy, naming, and design package, we begin with discovery: a deep dive into the client, their offerings, their needs, and their marketspace via research and interviews. Once we

I love the blue sky creative phase. Turn off that internal critic and explore those tangents, pull every thread, go ahead down that rabbit hole, at least until another metaphor grabs you. One of the magnificent things about project-based work is that every project is different, there

At Catchword, we blend the creative and strategic, the art and science of branding, rigor and inspiration in equal measure. To find a name that strategically and creatively expresses brand messages AND is available as a trademark you have to start with more candidates than you think. Our masterlists for a standard two-round company or product naming project are typically 1,500 names and up. And our agency doesn

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Most people are unaware of how much time, energy, and creative thinking goes into brand name development. And, often the work involves a considerable amount of brand and naming strategy, as was the case here for the development of the PerSe brand name for Semtech

Catchword developed a name and naming strategy for a new portfolio of sensors that detect human proximity to mobile devices to regulate power savings, auto on/off capabilities, gesture controls, and more for leading high-performance semiconductor supplier Semtech. Catchword explored a variety of creative avenues, including extending the naming convention of one of Semtech

Every good product name needs to richly convey the brand themes and story as well as brand personality and tone, appeal to an engage target audiences, separate the brand from the competition, be free from in appropriate cultural or linguistic associations, be easy to say, spell, and remember, be ownable, and remain relevant as the product evolves. If that isn

Catchword has received quite a few awards at this point, a number for projects that I led. It

As I noted before, it

Artists in the US have great freedom but little support, which means that they often end up as commercial creatives, which in turn means our industry benefits from an incredible talent pool. Fortunately for all of us, many creatives in the US pursue both their art and their commercial careers. The Catchword team alone includes poets, musicians, and screenwriters.

The rise of 24/7 opportunities for digital engagement has completely changed marketing strategically and creatively. I expect the industry to continue in that direction, with more and more targeted and personalized means of communicating with customers. Creatives will need to embrace that. However, the fundamentals of branding will never change

For people at the beginning of their career: Find a company that does what you want to do, does it well, and has a solid company culture. Then get a foot in the door any way you can, even if it isn

Surround yourself with top quality work. If you

I

Gosh, I hate to pick just one since I

Read, think, learn, create, ask questions, and most of all be a human being.