Publisher Description
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.
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“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
About Alexandra Watkins
Alexandra Watkins, founder of naming firm Eat My Words, is a recognized expert on brand
names with buzz. She is frequently quoted in the press and been featured in
leading business publications including The
Wall Street Journal, Inc., and Entrepreneur. Alexandra is a popular
speaker at MBA programs and has been a guest presenter multiple times at the
Stanford Graduate School of Business, San Francisco State, USF School of
Management, and their alumni association. Prior to Eat My Words, Alexandra was
an advertising copywriter, working at leading ad agencies up and down the West
Coast, including five years at Ogilvy and Mather, where she helped launch
Microsoft Windows and learned the language of Geek Speak. In the mid-nineties
she jumped on the dot-com gravy train, and rode it until it crashed in her SOMA
backyard. Alexandra took the money and ran, spending a year in Australia, New
Zealand, Bali, and Fiji. Upon her return, she discovered her passion for naming
things and soon after started Eat My Words.