Hello, My Name Is Awesome: How to Create Brand Names That Stick
Paperback – October 1, 2019
Description
"Top 10 Branding Book of 2019" - Branding Journal "2019 OWL (Outstanding Works of Literature Award), Sales & Marketing Books" - Book Pal "I started laughing so hard that people started looking at me. It was one of those things where I felt like I should be quiet because it's like being in church, but I couldn't stop laughing." - Douglas Burdett, Host, The Marketing Book Podcast "Insane Book Of The Day" - Tai Lopez, Top 10 Business Influencer (Forbes, Entrepreneur.com), Executive Chairman at Retail Ecommerce Ventures Alexandra Watkins is the founder of Eat My Words, a nationally recognized naming firm known for creating unforgettable brand names. Her clients include Amazon, Coca-Cola, Disney, Google, Twitter, and other bluechip brands. Prior to creating Eat My Words, Watkins worked as a copywriter for leading advertising agencies, including Ogilvy & Mather.
Features & Highlights
- Named a "Top 10 Branding Book by Branding Journal," and a "Top 10 Marketing Book" by Inc. Magazine, this is the ultimate guide to naming your product or business. The completely revised second edition 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.
