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 award." Alexandra Watkins is not afraid to name names.
Alexandra Watkins Book order (chronological)
Alexandra Watkins is a recognized expert on brand names with a talent for creating buzz. Her approach to naming is unconventional, often employing a playful and cheeky style that sets her apart in the field. Watkins founded her naming firm after a successful career as a copywriter at leading advertising agencies and experiencing the burgeoning dot-com era. Her passion for naming was ignited while working on a diverse range of products, from body care lines to various consumer goods. She has generated thousands of names for a vast array of products and brands, establishing herself as a sought-after authority in branding.
