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

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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.

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Availability

9781626561861

658 ALE h

My Library (lantai 2)

Available

Detail Information

Series Title

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Call Number

658 ALE h

Publisher

USA : Berrett-Koehler Publishers., 2014

Collation

114 pages

Language

English

ISBN/ISSN

9781626561861

Classification

658 ALE h

Content Type

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Media Type

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Carrier Type

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Edition

1st ed

Subject(s)

Business
Entrepreneurship

Specific Detail Info

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Statement of Responsibility

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