Hello, My Name Is Awesome

How to Create Brand Names That Stick

Alexandra Watkins (Author)

Publication date: 09/15/2014

Hello, My Name Is Awesome

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. No degree in linguistics required.

The heart of the book is Watkins' proven SMILE & SCRATCH Test, as featured in the Wall Street Journal and Inc. A great 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; hasLegs " 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's: Spelling-challenged " looks like a typo; Copycat " similar to competitors' names; Restrictive " limits future growth; Annoying " frustrates customers; 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.

Read more and meet author below



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Overview

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. No degree in linguistics required.

The heart of the book is Watkins' proven SMILE & SCRATCH Test, as featured in the Wall Street Journal and Inc. A great 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; hasLegs " 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's: Spelling-challenged " looks like a typo; Copycat " similar to competitors' names; Restrictive " limits future growth; Annoying " frustrates customers; 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.

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Meet the Author


Visit Author Page - Alexandra Watkins

Founder of naming firm Eat My Words, Alexandra Watkins is a recognized expert on brand names with buzz. She is frequently quoted in the press and been featured in leading business publications including The Wall Street Journal, Inc. and Entrepreneur. Alexandra is a popular speaker at MBA programs and has been a guest presenter multiple times at the Stanford Graduate School of Business, San Francisco State, USF School of Management and their alumni association. She has also entertained audiences at the Proctor & Gamble alumni association, Uncollege, In-House Agency Forum, SF City Club, and many co-working spaces.

Alexandra first got hooked on naming when Gap hired her to create cheeky names for their first line of body care products. Soon after, she broke into the business by talking her way into branding powerhouse Landor via a Match.com date. With her fresh, unconventional naming style, Alexandra soon became a go-to resource for countless branding and naming firms around the country. And Landor sent her enough business to open her own firm. Since then, she's generated thousands of names for snacks, software, sunscreen, social networking sites, sportswear, shoes, sugar scrubs, serums, and seafood. (And that's just the S's!) She's also named lots of things that make people fat and drunk including a nationally recognized bacon cheeseburger (which ironically, must remain nameless).

Prior to Eat My Words, Alexandra was an advertising copywriter, working at leading ad agencies up and down the West Coast, including five years at Ogilvy and Mather, where she helped launch Microsoft Windows and learned the language of Geek Speak. In the mid-nineties she jumped on the dot-com gravy train, and rode it until it crashed in her SOMA backyard. Alexandra took the money and ran, spending a year in Australia, New Zealand, Bali and Fiji. Upon her return, she discovered her passion for naming things and soon after started Eat My Words.

Alexandra gets her passport stamped as often as possible. She has eaten her way through 45 countries on 6 continents where she's sunk her teeth into local delicacies including barbequed squirrel in Tanzania, ostrich carpaccio in South Africa, stewed camel meat in Libya, and lobster marinara in Cuba. Her favorite food is JIF peanut butter, which she once survived on for two days on the remote island of Amantani in Lake Titicaca, Peru.

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Table of Contents

Preface

Introduction

Chapter 1: SMILE: The 5 Qualities of a Super Sticky Name

Chapter 2: SCRATCH: The 7 Deadly Sins

Chapter 3: Domain Name Secrets, Strategies and Silliness

Chapter 4: The Creative Brief: Your Brand Name Roadmap

Chapter 5: How To Be a Brainstorming Machine

Chapter 6: 12 Rules for Reviewing Your Names

Chapter 7: Name Changes - The Pros and Cons

Resources:

Trademarking

Logos & Identity Design

Service Providers

Index

About the Author

Ask Alexandra

About Eat My Words

Acknowledgements

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Endorsements

"You are nuts not to name your company or product without consulting this book first."-Dan Heath, coauthor of the New York Times bestsellers Made to Stick, Switch, and Decisive.

Named a Top 10 Marketing Book of 2014 on Inc.com…

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