- File Size: 859 KB
- Print Length: 134 pages
- Publisher: Berrett-Koehler Publishers; 2 edition (October 1, 2019)
- Publication Date: October 1, 2019
- Sold by: Amazon.com Services LLC
- Language: English
- ASIN: B07V6MFHRH
- Text-to-Speech: Enabled
- Word Wise: Enabled
- Lending: Not Enabled
- Amazon Best Sellers Rank: #206,887 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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|Print List Price:||$18.95|
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Hello, My Name Is Awesome: How to Create Brand Names That Stick Kindle Edition
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"Brand names can make a critical first impression, and naming expert Watkins, founder of the naming firm Eat My Words, attempts with this book to prove that even the "most noncreative person" can conceive of something that will resonate with customers. She examines all aspects of a brand name's commercial value, from how easily it can be pronounced and recognized, to whether or not voice recognition software will be able to spell it correctly. She uses the acronyms SMILE (Suggestive, Meaningful, Imagery, Legs, Emotional) and SCRATCH (Spelling challenged, Copycat, Restrictive, Annoying, Tame, Curse of Knowledge, Hard to pronounce) to describe, respectively, "sticky" and "deadly" qualities. Watkins also offers examples of companies or products that hit the mark, like Pedigree and Snuggle, and those that missed it, like Eukanuba and Xobni. She provides advice for securing a good domain name and ideas to avoid. Her most potentially valuable recommendation is for would-be brand-name owners to create a "creative brief," a checklist of all the elements that need to present. It defines the core characteristics of an organization from target audience to competition to "brand personality." Watkins also examines brainstorming, "building consensus," and changing a name. Jam-packed with sound advice, this slim volume can be the difference between becoming a Target and becoming a Speesees."
"Let's hear it for an author who clearly and succinctly explains how to do a critical business task rather than merely presenting historical examples for the hapless reader to puzzle out. Here, former Ogilvy advertising copywriter Watkins, founder of industry-leading naming company Eat My Words, expands considerably on the company and brand-naming tips posted on her website. In addition to explaining and illustrating her 12-point vetting process for potential names (e.g., cautioning that unpronounceable names will be mangled by Siri and other voice-recognition software), Watkins gives surpassingly solid advice about how to brainstorm potential names, root out probable bad choices, build consensus, and protect chosen brand names and URLS. Her reputation within the industry is apparent from her client list of prominent companies—Adobe, Microsoft, Disney, Marriott, and many more—and nonprofits. In one of the best chapters, the author walks readers through the multilayered processes she followed in generating a memorable name for Spoon Me yogurt.VERDICT: Useful for readers who are naming anything more important than a household pet."
—Library Journal (Elizabeth Wood, Bowling Green State Univ. Libs., OH)
“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, Forbes Top 50 Social Media Power Influencer 2013, and Huffington Post Top 100 Business Twitter Account
"I was skeptical about a how-to book on naming products and brands. Alexandra Watkins convinced me otherwise. Her book is a fun read with lots of practical advice."
—Patricia Roller, angel investor and former Co-CEO, Frog Design
"Your company or product probably needs all the help it can get. Watkins helped me name my firm, and I'm constantly told what a great name it is. Don't pick a name until you've read Watkins's book—you'll want to have a name that you love forever!"
—Charlene Li, founder of Altimeter Group, author of Open Leadership, and coauthor of Groundswell
"The type of hands-on practical wisdom rarely found (but desperately needed) in the academic community."
—Michael Webber, Dean of the School of Management, University of San Francisco
"This is the perfect book for kick-starting entrepreneurs, brand managers, and practicing creatives."
—Pat Hanlon, founder and CEO, Thinktopia, and author of Primal Branding
"This book is packed full of practical, real-world advice you would never get from a regular textbook."
—Dale J. Stephens, founder of UnCollege and author of Hacking Your Education
"In the current crazy business climate, where standing out and being remembered are critical to success, your name had better be awesome. This is the best book on the subject."
—Nell Merlino, founder and President, Count Me In for Women's Economic Independence, and creator of Take Our Daughters to Work Day
"We've got a terrible name. No one can spell it. No one can pronounce it. Don't make the same mistake we made. Read this book and let Alexandra Watkins guide you away from the 'we thought we were being clever with our name, but now we just look silly' syndrome."
—Matt Ruby, founder and CEO, Vooza
"I got lucky when I bent all the rules and named my company. If you need help naming yours, Alexandra has some great advice."
—Chip Conley, founder of Joie de Vivre Hospitality
"Zappos.com originally started out as ShoeSite.com, but that limited our potential future growth. A company's name can be vital to its success. Reading the tips in this book can help anyone avoid the pitfalls."
—Tony Hsieh, New York Times bestselling author of Delivering Happiness and CEO, Zappos.com, Inc.
"Insightful, irreverent, and eminently practical, Watkins's Hello, My Name Is Awesome should be required reading for anyone naming a brand."
—S. Christian Wheeler, Professor of Marketing, Stanford Graduate School of Business
--This text refers to an out of print or unavailable edition of this title.
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Other resources we've stumbled across seemed unnecessarily complex, such that any end-user could never possibly understand the intended implications...Alexandra really has it down to a science, and it shows in the products she's named. Worth every dollar and minute spent.
The most difficult thing for us to figure out when naming was the unique combination of intuitive, smile inducing relatable-ness and a deeper hat tip to the specialized circumstances of the product or company in question. Little wonder Alexandra's time is so valuable!
In all honesty, regardless of what techniques you're using, you can't please everyone. It's tough, but this is by far the best methodology i've seen, and I'd highly recommend others use it in their own naming quests.
Ever since I read the 1st edition of "Hello, My Name Is Awesome" last year, which was AMAZING, I've been addicted to learning more about how to come up with brand names that POP.
Alas, even after all of this time though, it seems like the "market" hasn't caught up. I still only found random "scientific hacks" and graphs about coming up with brand names. Nothing exciting. Just more soulless, hard to read/speak words. I was bummed out.
But when I heard the 2nd edition of "Hello, My Name Is Awesome" just published, I knew I had to jump on it ASAP. Even if all it was just extra examples, I would have been pumped.
The moment I opened it up, I was floored. Sequels are usually a hit or miss, but Alexandra hit a homerun.
The 2nd edition felt like an almost completely new book. It was updated with tons of new examples, the resources alone are worth thousands of dollars you would normally have to pay up in consulting, she revealed completely new ways of thinking about brand names, everything that was possibly missing in the 1st edition was covered in the 2nd edition, and way, way more.
It's already given me ideas for my next ecommerce business.
Long story short, if you already own the 1st edition, you NEED the 2nd edition.
If you don't own either, then what are you waiting for? :)
Recently, I started a premium men's activewear brand and was really having a hard time coming up with a brand name that would really POP in such a hyper-competitive field.
So I started Googling for every possible site on naming your business and I came across hundreds of articles. Unfortunately, 99.99% of all I found was useless. Then I heard about this book.
Once I got it and read it, I literally said to myself...
"I wish I read this book YEARS ago!"
It's not a big book at all, which I think is a plus.
Instead, it's a no-fluff guide to coming up with really awesome business names. Don't expect boring advice like adding "ly" or deleting vowels in your name like every other startup brand these days.
With this book, you'll come up with shocking and fun names that really make you feel something once you read them.
Apparently, the author is a former Ogilvy & Mather copywriter. So you're not going to get weird mathematical formulas either. She treats her brand names like she would a million dollar headline. It's all about emotions and being remembered.
That means amazing brand names, which there are many examples of inside this book. There are also tons of examples of what makes a bad name. Honestly, this could have been called "The Definitive Guide To Coming Up With Amazing Brand Names Fast", because it is. Of course, its current title is better.
With that said, I can't recommend this book enough.
If you're looking to come up with a new business name, there's no better resource.
Before you spend another $10 on a domain name, or over $1000 on a trademark registration, buy and read this book (order copies for everyone involved in your company's branding process, too).
Top international reviews
It feels as if this book is aimed towards larger corporations and unfortunately as a sole trader/small business owner (in the UK) this book wouldn't be that suitable.
I've read Alexandra's book, got her SMILE and SCRATCH test loaded in my mind, put my Creative Brief together (to name a new personal productively app I'm developing) and can't wait to get into the brainstorming part of the process. Let's hope I come up with a good name - no pressure.
As its name says - is awesome! A must read for all the copywriters or entrepeneurs who are striving to find their brand name. Alexandra created a unique method for which name brand you'd choose, which she called SCRATCH & SMILE.
If you don't buy this and name your clothes shop "Ot Kuisine", you'll regret for life. I bet you will.
As the title suggestions, this book is awesome!
But most important. The method presented helped me come up with so many possible names it was hard deciding for one in the end.
If you want to build a long-lasting and strong brand and not just "name something", this is the book for you!
Hope you enjoy it as much as I did!
You have to take care of
ease of spelling the name,
availability in terms of trademarks, domains and social media accounts,
Google search results, SEO Ranking factors,
your target audiences and their parlance, industry jargon.
A business name is a sweet compromise between all of the above factors. Hire a naming agency instead of learning how to name a business or a brand yourself. You are good at your work, naming consultants are good at theirs.