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Hello, My Name Is Awesome: How to Create Brand Names That Stick, by Alexandra Watkins
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Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test—two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. 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.�
- Sales Rank: #341637 in Books
- Published on: 2014-09-15
- Released on: 2014-09-15
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x 5.50" w x .25" l, .0 pounds
- Binding: Paperback
- 112 pages
Review
"Top 10 Marketing Book of 2014"
—Inc. Magazine
"Brand names can make a critical first impression, and naming expert Watkins, founder of the naming firm Eat My Words, attempts with this book to prove that even the "most noncreative person" can conceive of something that will resonate with customers. She examines all aspects of a brand name's commercial value, from how easily it can be pronounced and recognized, to whether or not voice recognition software will be able to spell it correctly. She uses the acronyms SMILE (Suggestive, Meaningful, Imagery, Legs, Emotional) and SCRATCH (Spelling challenged, Copycat, Restrictive, Annoying, Tame, Curse of Knowledge, Hard to pronounce) to describe, respectively, "sticky" and "deadly" qualities. Watkins also offers examples of companies or products that hit the mark, like Pedigree and Snuggle, and those that missed it, like Eukanuba and Xobni. She provides advice for securing a good domain name and ideas to avoid. Her most potentially valuable recommendation is for would-be brand-name owners to create a "creative brief," a checklist of all the elements that need to present. It defines the core characteristics of an organization from target audience to competition to "brand personality." Watkins also examines brainstorming, "building consensus," and changing a name. Jam-packed with sound advice, this slim volume can be the difference between becoming a Target and becoming a Speesees.”
—Publishers Weekly
“Let's hear it for an author who clearly and succinctly explains how to do a critical business task rather than merely presenting historical examples for the hapless reader to puzzle out. Here, former Ogilvy advertising copywriter Watkins, founder of industry-leading naming company Eat My Words, expands considerably on the company and brand-naming tips posted on her website. In addition to explaining and illustrating her 12-point vetting process for potential names (e.g., cautioning that unpronounceable names will be mangled by Siri and other voice-recognition software), Watkins gives surpassingly solid advice about how to brainstorm potential names, root out probable bad choices, build consensus, and protect chosen brand names and URLS. Her reputation within the industry is apparent from her client list of prominent companies—Adobe, Microsoft, Disney, Marriott, and many more—and nonprofits. In one of the best chapters, the author walks readers through the multilayered processes she followed in generating a memorable name for Spoon Me yogurt. VERDICT: Useful for readers who are naming anything more important than a household pet.”
—Library Journal (Elizabeth Wood, Bowling Green State Univ. Libs., OH)
“This awesome piece of writing is worth bottling, shaking, and stirring into your brand-name strategy either online or offline. I love the way Alexandra weaves her voice and humor into a very clear message to distill what you are about into a business name. It can be applied to your brand name and domain name. Her process is coherent and creative. A brilliant book, I couldn't put down.”
—Jeff Bullas, blogger, strategist, and speaker, Forbes Top 50 Social Media Power Influencer 2013, and Huffington Post Top 100 Business Twitter Account
“I was skeptical about a how-to book on naming products and brands. Alexandra Watkins convinced me otherwise. Her book is a fun read with lots of practical advice.”
—Patricia Roller, angel investor and former Co-CEO, Frog Design
“Your company or product probably needs all the help it can get. Watkins helped me name my firm, and I'm constantly told what a great name it is. Don't pick a name until you've read Watkins's book—you'll want to have a name that you love forever!”
—Charlene Li, founder of Altimeter Group, author of Open Leadership, and coauthor of Groundswell
“The type of hands-on practical wisdom rarely found (but desperately needed) in the academic community.”
—Michael Webber, Dean of the School of Management, University of San Francisco
“This is the perfect book for kick-starting entrepreneurs, brand managers, and practicing creatives.”
—Pat Hanlon, founder and CEO, Thinktopia, and author of Primal Branding
“This book is packed full of practical, real-world advice you would never get from a regular textbook.”
—Dale J. Stephens, founder of UnCollege and author of Hacking Your Education
“In the current crazy business climate, where standing out and being remembered are critical to success, your name had better be awesome. This is the best book on the subject.”
—Nell Merlino, founder and President, Count Me In for Women's Economic Independence, and creator of Take Our Daughters to Work Day
“We've got a terrible name. No one can spell it. No one can pronounce it. Don't make the same mistake we made. Read this book and let Alexandra Watkins guide you away from the ‘we thought we were being clever with our name, but now we just look silly' syndrome.”
—Matt Ruby, founder and CEO, Vooza
“I got lucky when I bent all the rules and named my company. If you need help naming yours, Alexandra has some great advice.”
—Chip Conley, founder of Joie de Vivre Hospitality
“Zappos.com originally started out as ShoeSite.com, but that limited our potential future growth. A company's name can be vital to its success. Reading the tips in this book can help anyone avoid the pitfalls.”
—Tony Hsieh, New York Times bestselling author of Delivering Happiness and CEO, Zappos.com, Inc.
“Insightful, irreverent, and eminently practical, Watkins's Hello, My Name Is Awesome should be required reading for anyone naming a brand.”
—S. Christian Wheeler, Professor of Marketing, Stanford Graduate School of Business
About the Author
Alexandra Watkins is the founder of Eat My Words, a nationally recognized naming firm featured multiple times in the Wall Street Journal and Inc. Her clients include Disney, Microsoft, Wrigley, Turner networks, and Fujitsu.
Most helpful customer reviews
22 of 22 people found the following review helpful.
Lessons that would have saved me from some awful names
By Christopher King
A few years ago, while working for the speaker company Altec Lansing, I was put in charge of naming our new products. Between the product managers, marketing, and engineering, we'd brainstorm some ideas, and then I would run around getting everyone's input and watch each of my favorites get killed off for a variety of reasons ("this name makes me think of this nasty thing," "nah, not this one," "oh, how about this?" "This one already exists in this other category") We were getting nowhere very, very slowly. In one case, I remember battling out naming a technology with a team of very smart engineers. The result? "Side-firing Dipole Surround Technology." The name was a total clunker. No one knew what it meant. No one could remember it. No one was happy. We hired Alexandra Watkins and her team at Eat My Words to save us. She shared her "Smile and Scratch" test, a clear set of criteria for good and bad names; she set up a clear process for vetting out names where everyone felt included and yet no one was given the power to derail the project; and best of all, we ended up with a series of awesome names that I still love (Expressionist, for a line of boldly designed speakers; Moondance, for a line of bedroom speakers that included a light glow; Backbeat, for a line of slick earphones.) When I ventured out and created my own social media video production company, she named it Endless Echo, because that's what happens when you create a meaningful video and it gets shared around. I just finished reading the book and I'm pleased to say she put it all in there: her criteria, her methodology, and even her consensus-building process. It's a quick and fun read and it makes perfect sense. It's what I learned working with her.
18 of 19 people found the following review helpful.
I’ve read a lot of marketing books but this was one of the best, best written, most useful, marketing books I’ve read.
By Peter Norman
What did I think of this book: in a word, “Awesome!” As a marketing communications guy I’ve read a lot of marketing books but this was one of the best, best written, most useful, marketing books I’ve read. For a marketing person, whether you need to come up with a name or any creative idea, the down to earth concepts and practical common sense approach to generating creative ideas you’ll find here are worth the price of the book ten times over. Since coincidentally I happened to be involved in a rather tricky product naming exercise for one of my brands at the time, (timing is everything) this book, as well as being an excellent read, dropped into my life like manna from heaven just when I needed it most.
Without getting into the details, I had found what I had thought was a great product name. But of course not everybody liked the name, for exactly the reasons Alexandra identifies in her book. So for the last couple of months I’d been wrestling with the problem, and experiencing the situation again described perfectly in her chapter titled “Put Yourself Out of Your Misery”.
Then a few weeks ago, I got the promo email for “Awesome”. As soon as I read the synopsis (at 3:45AM Saturday morning) I downloaded the book, started reading, and couldn’t put it down. Four hours later I finished it in time for Saturday morning breakfast. I reread it over quickly a couple more times during the weekend because I thought it was so good, and more importantly, so practically useful for solving the communication problem I faced.
“Awesome” is written from a background of solid experience in the very specialized field of product naming, has a disarmingly simple yet powerful, no-nonsense framework for evaluating and solving naming issues and problems, and suggests a practical, common sense approach that anyone can use for solving those problems and finding a great product or company name. The takeaway bonus is that in a broader sense, it gives you a very simple down-to-earth technique for generating creative ideas to solve any marketing communications problem.
I loved the book and thought it was exceptional: short, punchy, an easy, informative, and interesting read, and packed with easy-to-implement practical ideas and techniques. It should be on the shelf (or tablet) of anyone involved in a creative business. Which today is just about everybody.
10 of 10 people found the following review helpful.
Trademark attorney gives it two thumbs up!
By Lara Pearson
WOW! What a great resource Alexandra has developed here. As a trademark attorney who often has to talk clients off the ledge after telling them that their chosen brand name doesn't make a good trademark (usually because it is too descriptive or too similar to an existing mark for related goods/services), I found this book a great resource for those clients who want to go the DIY naming route. This is also a great book for clients who work with an agency, to enable them to understand and participate more fully in the naming process.
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