Laurel Sutton is Principal and Co-Founder of Catchword, a naming firm that develops product and company names for companies ranging from Fortune 100 to VC-backed Silicon Valley start-ups. Headquartered in Oakland, California, Catchword creates brand names, corporate names, and slogans for industries including technology, consumer products, financial services, and healthcare. As cofounder of Catchword, Laurel steers innovative brands like Cisco, Allstate, Wells Fargo, HP, and Corning through the challenges of brand naming and naming architecture. Laurel’s fascination with naming began while she was in the PhD Linguistics program at UC Berkeley-a time that also marked the beginning of her ongoing love affair with gadgetry and all things high-tech. She has also served as an expert witness on naming and branding issues.