One of Inc. Magazine’s “Top 10 Marketing Books”: The “must-read” guide to naming products and businesses, updated with new stories and resources (Nir Eyal, author of Indistractable).To 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 noncreative types—can create memorable and effective brand names. No degree in linguistics required.
Watkins lays out in detail the elements of names that suit your target market and make people stop in their tracks and smile—and those that just make them scratch their heads and keep walking. In witty prose and with numerous examples, she reveals how entrepreneurs and businesses can come up with brand names that are evocative and memorable while also leaving room for long-term growth and larger possibilities, and avoid those that leave potential customers cold and are quickly forgotten.
This extensively revised second edition has double the number of brainstorming tools and techniques, even more secrets and strategies to nab an available domain name, a brand-new chapter on how companies are using creative names around the office to add personality to everything from cafeterias to conference rooms, and new stories (of both hits and flops). Named a “Top 10 Branding Book” by Branding Journal,
Hello, My Name is Awesome is the ultimate guide to naming your product or business.
“Jam-packed with sound advice.” —
Publishers Weekly
The ultimate guide to naming your product or business has been updated throughout with twice as many resources as before, new stories (of both hits and flops), and an entirely new chapter on the power of names in the workplace.
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 noncreative types-can create memorable and effective brand names. No degree in linguistics required.
The heart of the book is Watkins's proven SMILE and SCRATCH Test. A great name makes you SMILE because it is Suggestive-evokes something about your brand; is Memorable-makes an association with the familiar; uses Imagery-aids memory through evocative visuals; has Legs-lends itself to a theme for extended mileage; and is Emotional-moves people.
A bad name, on the other hand, makes you SCRATCH your head because it is Spelling challenged-looks like a typo; is a Copycat-similar to competitors' names; is Restrictive-limits future growth; is Annoying-seems forced and frustrates customers; is Tame-feels flat, merely descriptive, and uninspired; suffers from the Curse of Knowledge-speaks only to insiders; and is Hard to pronounce-confuses and distances customers.
This 50 percent-new second edition has double the number of brainstorming tools and techniques, even more secrets and strategies to nab an available domain name, a brand-new chapter on how companies are using creative names around the office to add personality to everything from cafeterias to conference rooms, and much more.
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