Creating the name for a company, product, or brand is simplified with the knowledge presented in this practical and inspiring guide. Beginning with advice on how to select a name that differentiates the company and product line from all others in the marketplace, this handbook covers the often overlooked legal and linguistic implications of a name, as well as how to market the brand and convince people both internally and in the outside world that the chosen name is the best choice. Current naming trends and the lessons learned from failed experiments are provided as experiences from which to draw inspiration.
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Book Description
Editorial Reviews
About the Author
Neil Taylor is the creative director at The Writer, a brand and communication consulting company.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Excellent, Practical insight into naming,
By Kathryn K "k2sboro" (Southborough, MA) - See all my reviews
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This review is from: The Name of the Beast: The Process and Perils of Naming Products, Companies and Brands (Paperback)
I just finished reading Taylor's book.
Pros: 1. Concise, non-consultantese writing style. He gets to the point--no fluff like most business authors (most of whom seem to feel more words is better). He is also rather witty--I enjoy a writer who can add a little humor. 2. Clear steps on the porcess of naming such that you can--gasp!--try it yourself 3. Excellent information on the types of naming categories--with detailed exmaples. 4. Great info on potential pitfalls--including the very real issue of managing people throughout the naming porcess, as well as other challenges One minor con: 1. Some visual displays would have been a nice touch. He writes well about the importance of tag lines (apparently called "strap lines" in the UK) and images--some displays to show that would have been nice. Overall, an excellent book. I read it over a weekend, and got everything I need from it.
1 of 1 people found the following review helpful:
4.0 out of 5 stars
Worthwhile and A Good Read,
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This review is from: The Name of the Beast: The Process and Perils of Naming Products, Companies and Brands (Paperback)
As a non-marketing type who had never named anything but humans, I found this book helpful, easy to understand, and fun to read. It's a process that is an art vs. a science but the author gives you plenty of example to fuel your own creative process. Whether you're a one-woman naming machine or working with a team, valuable information!
1.0 out of 5 stars
Not interesting or Helpful,
By JG "Jagmom" (NJ) - See all my reviews
This review is from: The Name of the Beast: The Process and Perils of Naming Products, Companies and Brands (Paperback)
This book did not offer any insights into naming a business. The book is much about theory than practicality. Returned it.
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