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Hello, My Name Is Awesome: How to Create Brand Names That Stick, by Alexandra Watkins
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Review
"Top 10 Marketing Book of 2014" —Inc. Magazine "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.” —Publishers Weekly “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
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Book Description
Naming a business or product has always been challenging―and sometimes costly―for entrepreneurs and inventors, but it’s one of the most important decisions they have to make. Alexandra Watkins presents a foolproof model that anyone can use to create and evaluate brand names like a pro.
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Product details
Paperback: 112 pages
Publisher: Berrett-Koehler Publishers; 1 edition (September 15, 2014)
Language: English
ISBN-10: 9781626561861
ISBN-13: 978-1626561861
ASIN: 1626561869
Product Dimensions:
5.5 x 0.3 x 8.5 inches
Shipping Weight: 7.2 ounces (View shipping rates and policies)
Average Customer Review:
4.8 out of 5 stars
200 customer reviews
Amazon Best Sellers Rank:
#109,989 in Books (See Top 100 in Books)
Fantastic book! Definitely helps boil down the whole nebulous process into easy, digestible chunks. I loved the emphasis on structured creativity, which both allows your mind to wander between interesting permutations and ideas and also keeps you on track. We're using the strategies we learned to name our company and will recommend it to others.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.
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.
As a trademark (and patent) attorney with 25 years experience, I now insist that all my clients buy and read this book before picking another brand name. That means I no longer need to try to talk them out of lousy brand names, because in this book Alexandra educates them so clearly on how to pick awesome brand names. Even with my own decades of experience helping my clients pick and secure good brands, this book was full of surprises that changed the way I think (like not worrying about picking a second choice domain name for a first-choice brand). You know a book is great when your only complaint is that you wished for more. This has one very detailed case study in branding that is fascinating to follow, along with all the other lessons and examples.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).
Alexandra Watkins give by far the clearest and most sensible approach I have seen on naming. I've looked at big, daunting guides, YouTube videos, articles, and other books. This is the first one that "feels" clear and resonant to me. She's gotten me thinking far beyond the obvious, descriptive (and boring) names I was coming up with, into the realm of fun, interesting names that can help give life to my company.
Alexandra takes the cake here! She gives you her whole methodology from many years in the naming industry, I didn't even know that was a thing before I read this book! She gives you the rundown from basics to advanced naming for whole product lines, a slew of resources. Anyone looking to find an engaging name for a website, company, shoe, dog ( heck why not?) Should read this book. It's not only a great creativity book, it's a fun read to peek into a very specific industry I never knew existed! It's like stepping into Willy Wonka's chocolate factory and shaking hands with the Umpa-Loompas, or at least tasting a Snossberry or two. Highly recommended to any person or company looking to stand out from the crowd and be unforgettable!
If you are a marketer, entrepreneur, or creator of any kind, you MUST BUY THIS BOOK. I have read gobs of books on branding and marketing. Alexandra Watkins has really done an amazing job of writing a book that sums up everything you need to come up with brand names that pack a punch. I have it handy at all times when brainstorming ideas. We used this book extensively when brainstorming names for our current company. Highly recommended!
If you are a marketer, entrepreneur or doing anything in with branding this book is a must read! I can not recommend it enough. I personally went through three name changes with my company and this book would have saved me thousands of dollars in rebranding. You don't have to dish out 10k-50k to a firm to come up with a brilliant name for your next product or company because Alexandra shares her entire recipe for creating kick ass brand names so you can do it yourself.
Even if you've been in the industry a while (Me, 20+ years), you'll find Alexandra's advice and techniques to be useful. This book covers both the strategic and tactical sides of naming, including better idea generation methods than you're probably use now. Quick read, too. Her writing style is as clean and simple and her brand names are. Highly recommended.
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