This is Blueprint. I'm Roman Mars.

This is Site Unseen. I'm Roman Mars.

This is an ear for design. I'm Roman Mars.

This is 99% invisible. I'm Roman Mars.

Now that's nice.

The name is important.

It's the first thing, the tip of the spear, with any product you use or buy or see.

And you're bombarded by thousands of names every day.

The name of this producer is Avery Trufflement.

And in the daily barrage of names, only the names that are most interesting,

most pleasant on the tone can survive in your memory.

If it's any kind of consumer product, like from PNG or Sony or yeah,

it's going to be a naming company that you might not know it, but probably.

And naming companies, as in companies that name things, are responsible for many of the proper

nouns that you remember. Naming is just this weird little area and there's business, right?

And then there's marketing and then there's branding and then there's naming and naming is so small.

They're so really, they're so few naming companies. There's like 20.

And Laurel founded one of them. My name is Laurel Sutton. I'm one of the co-founders of Catchword.

We're a naming firm here in the Bay Area. And Catchword comes from those guiding words

at the top of a dictionary page. Those are the Catchwords. Most people don't know it. It doesn't matter.

It just is what we do. So we're about words and we're about words that are catchy.

She and her team have worked on everything. A line of yogurts for Chibani, the Palm Pre,

...