Hello, My Name Is Awesome

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 anyoneeven noncreative typescan 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 Suggestiveevokes something about your brand; is Memorablemakes an association with the familiar; uses Imageryaids memory through evocative visuals; has Legslends itself to a theme for extended mileage; and is Emotionalmoves people. A bad name, on the other hand, makes you SCRATCH your head because it is Spelling challengedlooks like a typo; is a Copycatsimilar to competitors' names; is Restrictivelimits future growth; is Annoyingseems forced and frustrates customers; is Tamefeels flat, merely descriptive, and uninspired; suffers from the Curse of Knowledgespeaks only to insiders; and is Hard to pronounceconfuses and distances customers.This 50 percentnew 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.