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Hello, My Name Is Awesome: How to Create Brand Names That Stick

Too many new companies and products have names that look like the results of a drunken Scrabble(R) 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 a positive brand experience; is 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 — 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 — frustrates customers; is Tame — flat, uninspired; suffers from the Curse of Knowledge — only insiders get it; and is Hard to pronounce.

Watkins also provides up-to-date advice, like making sure that Siri spells your name correctly. 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.

  • Format
  • paperback
  • Pages
  • 110
  • Language
  • english
  • ISBN
  • 9781626561861
  • Genres
  • business, design, buisness, entrepreneurship, writing, reference
  • Release date
  • 2014