Laurel Sutton's guest appearances

Laurel Sutton

Journey Map

How Brands Are Built

Rattle & Pedal: B2B Marketing Podcast

The Life Coach Pod | Jennifer Carole

Fabian Geyrhalter

Sunny Bonnell

Dava Guthmiller

Scott Milano

Andy Paul

Ian Crosby

Jerry Seinfeld

Brian Collins

Joe Hollier

Vicki Saunders

Randy Frisch

Tyler Lessard

Jeremy Miller

Brendan Sullivan

Evan Goldberg

OwlTail

Today on Journey Map, we're joined by Laurel Sutton, Strategist and Founder at Catchword. In this episode, we talk about the steep learning curve in the naming industry, the importance of process, and burn out in the tech industry. Learn more from Laurel and Catchword:Visit Catchword: https://catchwordbranding.com/Connect with Laurel: https://www.linkedin.com/in/laurelsutton/

Today on Journey Map, we're joined by Laurel Sutton, Strategist and Founder at Catchword. In this episode, we talk about the steep learning curve in the naming industry, the importance of process, and burn out in the tech industry. Learn more from Laurel and Catchword: Visit Catchword: <a href="https://catchwordbranding.com/" rel="nofollow" target="_blank">https://catchwordbranding.com/</a> Connect with Laurel: <a href="https://www.linkedin.com/in/laurelsutton/" rel="nofollow" target="_blank">https://www.linkedin.com/in/laurelsutton/</a>

The Importance of Process with Laurel Sutton of Catchword

With many consumer names facing stark criticism, do professional services firms face naming risk? Jeff and Jason explore the topic with naming consultant, Laurel Sutton. The post Naming. What is it Good For? An Interview with Laurel Sutton of Catchword appeared first on Rattle and Pedal.

With many consumer names facing stark criticism, do professional services firms face naming risk? Jeff and Jason explore the topic with naming consultant, Laurel Sutton. The post <a href="https://rattleandpedal.com/naming-professional-services-firms/" rel="nofollow" target="_blank">Naming. What is it Good For? An Interview with Laurel Sutton of Catchword</a> appeared first on <a href="https://rattleandpedal.com" rel="nofollow" target="_blank">Rattle and Pedal</a>.

Naming. What is it Good For? An Interview with Laurel Sutton of Catchword

Laurel Sutton is a co-founder of Catchword, a Bay Area naming firm behind names like Asana, Vudu, and many of the activity trackers from Fitbit, like Zip, One, Flex, and Force. She is also the Information Officer for the American Name Society; but Laurel's not only a naming expert. She's also a trained linguist, with a Master's Degree in linguistics from UC Berkeley. Laurel's expertise in naming and linguistics make her perfectly suited for her current role: She now runs Sutton Strategy, where she focuses on providing linguistic analysis on name ideas. Linguistic analysis is a crucial step in the naming process, ensuring you (or your client) don't end up with a name on one of those listicles of "worst naming disasters" because you failed to realize your brand name was slang for something offensive. For some reason, the most famous example of a linguistic disaster in naming is actually fake news: the story of Chevy Nova selling poorly in Spanish-speaking countries because it translates to "doesn't go." Never happened. But there are real examples, too, like Zyklon, Incubus, LaCrosse, and Strange Fruit. Laurel kicked off our conversation by defining linguistic analysis as "pieces of research that are designed to make sure that any name is going to work globally." She then shared her process, what it means to do a "global" check, whether it's still important to do linguistic checks when your brand will only sell in the US (it is), and the difference between translation and transliteration.

Laurel Sutton is a co-founder of <a href="https://catchwordbranding.com/" rel="nofollow" target="_blank">Catchword</a>, a Bay Area naming firm behind names like <a href="https://asana.com/" rel="nofollow" target="_blank">Asana</a>, <a href="https://www.vudu.com/" rel="nofollow" target="_blank">Vudu</a>, and many of the activity trackers from <a href="https://www.fitbit.com/home" rel="nofollow" target="_blank">Fitbit</a>, like Zip, One, Flex, and Force. She is also the Information Officer for the <a href="http://www.americannamesociety.org/" rel="nofollow" target="_blank">American Name Society</a>; but Laurel's not only a naming expert. She's also a trained linguist, with a Master's Degree in linguistics from <a href="https://www.berkeley.edu/" rel="nofollow" target="_blank">UC Berkeley</a>. Laurel's expertise in naming and linguistics make her perfectly suited for her current role: She now runs <a href="http://suttonstrategy.com/" rel="nofollow" target="_blank">Sutton Strategy</a>, where she focuses on providing linguistic analysis on name ideas. Linguistic analysis is a crucial step in the naming process, ensuring you (or your client) don't end up with a name on one of those listicles of "worst naming disasters" because you failed to realize your brand name was slang for something offensive. For some reason, the most famous example of a linguistic disaster in naming is actually fake news: the story of Chevy Nova selling poorly in Spanish-speaking countries because it translates to "doesn't go." <a href="https://www.snopes.com/fact-check/dont-go-here/" rel="nofollow" target="_blank">Never happened</a>. But there are real examples, too, like Zyklon, Incubus, LaCrosse, and Strange Fruit. Laurel kicked off our conversation by defining linguistic analysis as "pieces of research that are designed to make sure that any name is going to work globally." She then shared her process, what it means to do a "global" check, whether it's still important to do linguistic checks when your brand will only sell in the US (it is), and the difference between translation and transliteration.

Laurel Sutton could talk about linguistics all day