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Don't Call It That: A Naming Workbook [Kindle Edition]

Eli Altman
5.0 out of 5 stars  See all reviews (26 customer reviews)

Kindle Price: $9.99


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Book Description

There's a book for naming companies and products. This is it. 
Don't Call It That is a step-by-step workbook that will guide you through the naming process. A Hundred Monkeys Creative Director, Eli Altman, will help you develop attention grabbing names that speak to your audience and establish the seed of your brand. 

The book is like that friend who isn't afraid to tell you what you need to hear. It'll help you understand what's at stake and how to approach naming creatively without neglecting practical realities like positioning, trademarks and URLs.
  • How do you find a name that's available?
  • How do you find a name that grabs people's attention?
  • How do you tell the difference between a good name and a bad name?
  • How do you test names in the real world?
  • How do you find a name that elevates you above the competition
Don't Call It That will set you straight.

Editorial Reviews


"Whether you are naming the next emerging technology or the world's best cupcake company, you need a name to rise above the clutter and propel your success... If you're just starting out and have a big dream, Don't Call It That will give you the name that will take you there. Pithy and a fast read, insights are huge and the process works."  -Alina Wheeler, author, Designing Brand Identity

Don't Call It That has been featured in The New York Times, Slate and The Globe & Mail.

Product Details

  • File Size: 7960 KB
  • Print Length: 125 pages
  • Publisher: ExtraCurricular Press; 1st edition (January 24, 2014)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B00I1MRY80
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Enabled
  • Amazon Best Sellers Rank: #263,998 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Finally. March 4, 2014
Format:Kindle Edition
A naming workbook that works. As a former naming guy, I appreciate Altman's no-nonsense, entertaining and productive approach to the art and science of naming. Well done!
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2 of 2 people found the following review helpful
5.0 out of 5 stars Great book, really helpful January 1, 2014
I really appreciated this book. The name of your product or business is the first chance you get to make the right impression on your customer and so its worth spending the time to make sure you get it right. Don't Call It That does a great job at breaking down the naming process and walks you through all of the steps involved in finding the right name for what you are trying accomplish. I'm really pleased with the results that I got with the help of this book. I would definitely recommend it for anyone who wants to put some real thought into what names they use for their businesses or products.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Really helpful December 27, 2013
'Don't call it that' helped me to really understand the identity of my own business, who my audience was and what I wanted to achieve with my own business name. With not a lot of knowledge about how to name things, 'Don't call it that' gave me great insight into what's important in the process of naming and what's not important at all. Naming sounds so simple but it's not. There are so many things you have to pay attention too.

I like the voice and character of the book a lot, I like how it actually tries to communicate with you on a level that everyone understands- even someone who is not creative at all. The book taught me how important it is to be different and not to be afraid of it. It is really helpful and is definitely 5 stars.
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1 of 1 people found the following review helpful
5.0 out of 5 stars A Concise Guide to Naming and Branding February 13, 2014
Format:Kindle Edition
Whether you are starting a new company or developing a new product, this book provides guidance and inspiration for choosing an evocative name and standing out from the crowd. It offers an eloquent, educational and humorous road map for any entrepreneur, startup or company to name themselves, their brand or a product that’s coming down the pipeline.

The book’s direct and conversational approach can help anyone find the right name. It is, in fact, a workbook that takes the reader through Eli Altman’s process for naming. The reader is invited to break out a pen, jot down potential names and ideas, and perform some other naming exercises to help them realize what makes a good name and tells a good story.

The book is full of great resources, including the “25 different types of names” section, which breaks down an important part of the naming process and makes it understandable for anyone. The book also offers online resources that are very helpful very with the naming.

A strong 5 stars.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Judge a Book By Its Cover February 13, 2014
Format:Kindle Edition
When I was a kid in the 1970s, my mom helped start an iron-on t-shirt shop (yes, it was in California, in the 1970s, go figure). We spent many nights around the dinner table trying to come up with catchy names for the new store, which was to be lodged in a caboose of an old train that had been converted into groovy little shops. We spent weeks coming up with names, my dad kept lists and we posted them on the fridge. Finally, it was time to have the signage made, and we had to make our decision. In spite of our brilliant, "creative," innovative efforts, it became known as Kathy's T-Shirts. Her business did well (again, it was the 1970s, and everyone desperately needed an iron-on custom-made t-shirt the way people today need the awesomest and newest pair of Nikes or whatever). But it always bothered me that our names didn't make it. When I'd stop by after school, I'd think, "why did she call it that?" To this day, though, I have no memory of the names we came up with during our frantic creative round tables.

I was reminded of this time when I saw Eli Altman's new, amazing book, Don't Call It That. Because you know what? He's so right. From the very beginning, he nails the concept of what drives people to certain brands: we all judge books (and brands and people and cars and dogs) by their covers. And the names of these items are crucial to the experience. I don't know how many times I've read about a new company or a rebranded company and wondered to myself, "what the hell does that mean?" Like when the evil Philip Morris company renamed themselves Altria in an attempt and cover up who was really trying to shove tar-filled cancer sticks down the world's throats.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Great for naming, also great for general brand knowledge. February 10, 2014
Format:Hardcover|Verified Purchase
This is a great manual for figuring out your company name. Very informative, thoughtful and entertaining. What I liked most was that the takeaways not only applied directly to naming, and the naming process, but to branding or brands in general.
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1 of 1 people found the following review helpful
Format:Kindle Edition
It's been a while since I went looking for a marketing, branding, or related book. So I cannot say whether there are any workbooks out there to be had regarding the process of coming up with a name for your new company, new product, new service, or even new brand. Basically this book is a Do-It-Yourself helper guide for the small business owner or startup guy/gal who needs to put a name on what it is they are building/creating. I don't remember there being any such self help guides around a few years ago when I was in the know about marketing tomes.

Anyway, let me say after reading through the instant workbook that I know for a fact that now there is such a self help guide. And this one is definitely worth getting and using when you need to come up with a name that will get people to pay attention to you, your company, your product or whatever. This book will help you create a name that will catch their attention. It is structured as a workbook – as a series of exercises to get the reader into the process of naming things.

You could avoid getting this book and probably come up with a mediocre name. You could hire a consultant like the author to come up with a good name for you. Or you could just buy this workbook and come up with a great name on your own for the low low cost of this book. 5 stars!
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Most Recent Customer Reviews
5.0 out of 5 stars Great book on a less well documented topic
There are a lot of casual bloggers out there writing about product and company naming.

Not many of them are in any way qualified do to so. Read more
Published 2 months ago by Jordan Gross
5.0 out of 5 stars Great Read, Great Design
This is a handy and beautiful little book that any creative would benefit from: a straightforward and humorous get-started guide for brand naming, but could easily apply to the... Read more
Published 4 months ago by David Albertson
5.0 out of 5 stars Never know what to name it? No more!
Altman's book was a quick read, but thats probably because I used it wrong. Its not a book, Its a mini-workshop in naming, branding , and how to choose something that will resonate... Read more
Published 4 months ago by Jared Zimmerman
5.0 out of 5 stars SO MUCH LEARNED
Mr. Altman's "Don't Call It That" is wondefully insightful and full of great tips to help you come up with the perfect name for your company/product. Read more
Published 5 months ago by Eric Robin
5.0 out of 5 stars Short, but every sentence is meaningful
If you think about starting a company or do branding for clients this is a book for you. Every sentence is meaningful. Chapters are organized as a flow for name picking process. Read more
Published 5 months ago by Lukasz
5.0 out of 5 stars refreshing, short and useful
Loved the attitude and insight.
No dry rhetoric and no pandering to convention.
This book is brutally honest and absolutely useful.
Published 5 months ago by Andy Fitz
5.0 out of 5 stars Great book for professional namers and others seeking a name
As a verbal branding specialist I am always interested in books or articles that might help clients understand the ins and outs of brand naming. Read more
Published 6 months ago by Hatsoff
5.0 out of 5 stars An essential guide to your naming process
I will not look at naming the same after reading this book. The talented Eli Altman does a smart job in teaching the reader how to name a company or product. Read more
Published 6 months ago by Laura Firestone
5.0 out of 5 stars A must read for...anyone. But especially organizations who could use a...
Naming is not just about a name... it's more about the foundational meanings behind the words an organization uses to describe themselves. Read more
Published 6 months ago by Benjamin
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More About the Author

Eli Altman is the author of Don't Call It That, the workbook for naming companies and products. Don't Call It That was published January, 2014, by ExtraCurricular Press, San Francisco.

Altman is Creative Director at the Berkeley, California-based naming and branding firm A Hundred Monkeys. He has led and completed well over 200 naming projects from Silicon Valley startups to the products of Fortune 50 companies. He was responsible for developing the naming process at A Hundred Monkeys and previously at MetaDesign, San Francisco.

Somehow, most of his past clients still like him. Altman started naming before he stopped wearing Velcro shoes. He named his first company on his own at sixteen. Altman is a graduate of the Design|Media Art program at UCLA. He usually eats, sleeps, and runs in Oakland, California.


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