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Presenting Speaker: Laurel Sutton

Creating Brand Names for Fun and Profit

Developing a name for a company or product is a crucial part of brand creation: a great name serves as the foundation for a great brand. But great names aren’t created on cocktail napkins in the bar after work, and customer research can be your worst enemy when it comes to choosing a name (people just don’t like new names!) In this presentation, Laurel Sutton will walk through Catchword’s proven naming process and highlight case studies from 20 years in the naming business, creating names like Starbucks Refreshers, Fitbit Flex, Vudu, and a whole line of store brand soda names, including Dr. Bob.

Laurel Sutton is a linguist, strategist, and co-founder of Catchword. Her love of language began with a BA in Linguistics at Rutgers University and continued in graduate school at UC Berkeley. She is an active member of the American Name Society and the Linguistic Society of America, and has appeared on numerous podcasts to talk about branding, including 99% Invisible.


More information coming soon!

Earlier Event: May 9
May Social
Later Event: June 13
Silver Medal Awards Ceremony