Hello, my name is awesome : how to create brand names that stick

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. the heart of the book is watkins' proven smile & scratch test, as featured in the wall street journal and inc. a good name makes you smile because its: Suggestive - evokes a positive brand experience; meaningful - your customers get it; uses imagery - visually evocative to aid in memory; has legs - lends itself to a theme for extended mileage, and is emotional resonates with your audience. a bad name, on the other hand, makes you scratch your head because its: Spelling-challenged looks like a typo; copycat similar to competitors names; random disconnected from the brand; annoying hidden meaning, forced; tame flat, descriptive, uninspired; suffers from the curse of Knowledge only insiders get it, and is hard-to-pronounce not obvious, unapproachable. In this ground-breaking book, youll get practical, up-to-date advice, such as making sure that Siri and voice recognition texting spell your name correctly. Youll read never-before-seen stories about naming triumphs and train wrecks. And youll see dozens and dozens of eye-opening examples - the good, the bad, and the so bad she gave them an award. Alexandra Watkins is not afraid to name names.