Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins’s proven SMILE and SCRATCH Test—two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. And you’ll see dozens of examples—the good, the bad, and the “so bad she gave them an award.” Alexandra Watkins is not afraid to name names.
Too many new companies and products have names that look like the results of a drunken Scrabble® game (Xobni, Svbtle, Doostang). In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone - even non-creative types - can create memorable and effective brand names.
The heart of the book is Watkins' proven SMILE & SCRATCH test, as featured in the Wall Street Journal and Inc. A good name makes you SMILE because it's: Suggestive - evokes a positive brand experience; Meaningful - your customers "get it"; uses Imagery - visually evocative to aid in memory; has Legs - lends itself to a theme for extended mileage, and is Emotional - resonates with your audience.
A bad name, on the other hand, makes you SCRATCH your head because it's: Spelling-challenged - looks like a typo; Copycat - similar to competitors' names; Random - disconnected from the brand; Annoying - hidden meaning, forced; Tame - flat, descriptive, uninspired; suffers from the Curse of Knowledge - only insiders get it, and is Hard-to-pronounce - not obvious, unapproachable.
In this ground-breaking book, you'll get practical, up-to-date advice, such as making sure that Siri and voice recognition texting spell your name correctly. You'll read never-before-seen stories about naming triumphs and train wrecks. And you'll see dozens and dozens of eye-opening examples - the good, the bad, and the "so bad she gave them an award." Alexandra Watkins is not afraid to name names.
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