The Ethics of Renaming
This post originally appeared at Transform Magazine For many brands, it’s way past time to re-evaluate their resonance in the 21st century. Laurel Sutton, linguist and co-founder of of naming …
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Pastafazool! Helping to name Cascatelli
This post originally appeared at Catchword When The Sporkful podcast contacted Catchword back in November 2020 to be a guest on air, I had to admit that I hadn’t heard of …
How to Write an Award-Winning Tagline
This post originally appeared at the Content Bureau blog. Part three of a three-part series. One of the most fun categories to judge at the 2016 LIA Awards was taglines …
Naming Your Small Biz: Interview in NCR’s Small Business Smarts
The wonderful Libby Sile interviewed me for this piece on naming your business. It originally appeared at NCR’s Small Business Smarts in February 2017. *** When it comes to naming their …
Naming the Naming Articles
If I read one more article about product naming called “What’s in a Name?”, I will scream. Curse you, Bill Shakespeare! That is all.
How to Write Award-Winning Copy
This post originally appeared at the Content Bureau blog. Part two of a three-part series. As I mentioned in my previous post, I was recently invited to join the judges of …
How to Enter Your Work in an Industry Contest
This post originally appeared at the Content Bureau blog. Recently, I was honored to be included as a judge on the Verbal Identity Panel of the LIA Awards, held in …
How to Find the Right Domain Name: Catchword Video
When do you need an exact .com—and when can you get away without one? How do you go about finding a domain name? Or negotiating a purchase from another party? …
How To Pick An International Brand Name: Catchword Video
Think you can vet a brand name destined for a foreign country simply by running it by someone you know who speaks the language fluently? Think again. It takes a …
How to Use a Focus Group for Brand Names: Catchword Video
Sometimes, properly conducted focus group research can provide a useful data point when evaluating brand name candidates. On the other hand, ill-conceived research may torpedo your best ideas and lead …