This is a blueprint. I'm Roman Mars.

Nope.

This is sight unseen. I'm Roman Mars.

Nah.

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

this beer 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 Truffelman.

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

most pleasant on the tongue, can survive in your memory.

If it's any kind of consumer product, like from P&G or Sony or, yeah, it's going to be a naming company that did it.

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.

There's so really there's 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 Ketch. We're a naming firm here in the Bay Area.

And Catch Word comes from those guiding words at the top of a dictionary page. Those are the catch words.

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