Customer Reviews

The Name of the Beast: The Process and Perils of Naming Products, Companies and Brands

5 star:		(1)
4 star:		(1)
3 star:		(0)
2 star:		(0)
1 star:		(2)

 

 

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.

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!

This book did not offer any insights into naming a business. The book is much about theory than practicality. Returned it.

Was looking for a book that actually passed on good information on creating a name. This book was a waste of time for what I was looking for.