Book description
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.
Table of contents
- Cover
- Title Page
- Copyright Page
- Dedication
- Contents
- What’s New, Pussycat?
- Preface
- Introduction
- 1 SMILE: The 5 Qualities of a Super-Sticky Name
- 2 SCRATCH: The 7 Deal Breakers
- 3 Domain Names: Secrets, Strategies, and Silliness
- 4 Creative Brief: Your Brand Name Road Map
- 5 Brainstorming: How to Be an Idea Machine
- 6 Corporate Creativity: The Power of Names in the Workplace
- 7 Name Changes: Pros and Cons
- 8 Name Review: Guardrails for Groups
- Resources
- Gratitude
- Index
- About Eat My Words
- About Alexandra
- Ask Alexandra
Product information
- Title: Hello, My Name Is Awesome, 2nd Edition
- Author(s):
- Release date: October 2019
- Publisher(s): Berrett-Koehler Publishers
- ISBN: 9781523084890
You might also like
book
Hello, My Name Is Awesome
Every year, 6 million companies and more than 100,000 products are launched. They all need an …
book
Sell with a Story
Despite all the high-tech tools available to salespeople, the most personal method still works best. Storytelling …
book
The MXF Book
Written by a top team of industry professionals, this must-have guide will introduce you to everything …
book
Letters to a New Developer: What I Wish I Had Known When Starting My Development Career
Learn what you need to succeed as a developer beyond the code. The lessons in this …