Hello, my name is awesome : how to create brand names that stick / Alexandra Watkins.

Format:

Book

Author/Creator:

Watkins, Alexandra, author.

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products.

Physical Description:

1 online resource (168 pages)

Edition:

Second edition.

Other Title:

How to create brand names that stick

Place of Publication:

Oakland, California : Berrett-Koehler Publishers, Inc., [2019]

System Details:

text file

Summary:

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 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 something about your brand; is Memorable—makes an association with the familiar; uses Imagery—aids memory through evocative visuals; 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—seems forced and frustrates customers; is Tame—feels flat, merely descriptive, and uninspired; suffers from the Curse of Knowledge—speaks only to insiders; and is Hard to pronounce—confuses and distances customers. This 50 percent–new 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.

Contents:

Cover

Title

Copyright

Contents

What's New, Pussycat?

Preface

Introduction

1 SMILE: The 5 Qualities of a Super-Sticky Name

2 SCRATCH: The 7 Deal Breakers

3 Domain Names: Secrets, Strategies, and Silliness

4 Creative Brief: Your Brand Name Road Map

5 Brainstorming: How to Be an Idea Machine

6 Corporate Creativity: The Power of Names in the Workplace

7 Name Changes: Pros and Cons

8 Name Review: Guardrails for Groups

Resources

Gratitude

Index

A

B

C

D

E

F

G

H

I

J

K

L

M

N

O

P

R

S

T

U

W

Y

Z

About Eat My Words

About Alexandra

Ask Alexandra.

Notes:

Revised edition of the author's Hello, my name is awesome, 2014.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781523084890

1523084898

OCLC:

1117633861