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


Overview - Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone even noncreative types can create memorable and buzz-worthy brand names.  Read more...

 
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More About Hello, My Name Is Awesome by Alexandra Watkins
 
 
 
Overview
Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone even noncreative types can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. 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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Details
  • ISBN-13: 9781626561861
  • ISBN-10: 1626561869
  • Publisher: Berrett-Koehler Publishers
  • Publish Date: September 2014
  • Page Count: 98
  • Dimensions: 8.75 x 5.53 x 0.32 inches
  • Shipping Weight: 0.34 pounds


Related Categories

Books > Business & Economics > Marketing - General
Books > Business & Economics > New Business Enterprises

 
Publishers Weekly Reviews

Publishers Weekly® Reviews

  • Reviewed in: Publishers Weekly, page .
  • Review Date: 2014-08-18
  • Reviewer: Staff

Brand names can make a critical first impression, and naming expert Watkins, founder of the naming firm Eat My Words, attempts with this book to prove that even the "most noncreative person" can conceive of something that will resonate with customers. She examines all aspects of a brand name's commercial value, from how easily it can be pronounced and recognized, to whether or not voice recognition software will be able to spell it correctly. She uses the acronyms SMILE (Suggestive, Meaningful, Imagery, Legs, Emotional) and SCRATCH (Spelling challenged, Copycat, Restrictive, Annoying, Tame, Curse of Knowledge, Hard to pronounce) to describe, respectively, "sticky" and "deadly" qualities. Watkins also offers examples of companies or products that hit the mark, like Pedigree and Snuggle, and those that missed it, like Eukanuba and Xobni. She provides advice for securing a good domain name and ideas to avoid. Her most potentially valuable recommendation is for would-be brand-name owners to create a "creative brief," a checklist of all the elements that need to present. It defines the core characteristics of an organization from target audience to competition to "brand personality." Watkins also examines brainstorming, "building consensus," and changing a name. Jam-packed with sound advice, this slim volume can be the difference between becoming a Target and becoming a Speesees. (Sept.)

 
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