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Hello, My Name Is Awesome : How to Create Brand Names That Stick by Alexandra Watkins is a law available to read on EtoBox.

What is Hello, My Name Is Awesome : How to Create Brand Names That Stick about?

Too many new companies and products have names that look like the results of a drunken Scrabble(R) 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 a positive brand experience; is 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--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--frustrates customers; is Tame--flat, uninspired; suffers from the Curse of Knowledge--only insiders get it; and is Hard to pronounce. Watkins also provides up-to-date advice, like making sure that Siri spells your name correctly. And you'll see dozens of examples--the good, the bad, and the "so bad she gave them an a

Who reads Hello, My Name Is Awesome : How to Create Brand Names That Stick?

Author

Alexandra Watkins

Publisher

Berrett-Koehler Publishers, Incorporated

Published

2014

Language

EN

ISBN

9781626561885

Category

law

Subjects

Management, Business, Law

Rating

4.21 / 5 (206 ratings)

Updated

2026-03-14