TY - BOOK ID - 142948263 TI - Hello, my name is awesome : how to create brand names that stick PY - 2014 SN - 1626561877 1626561885 9781626561878 9781626561885 PB - San Francisco : Berrett-Koehler Publishers, Inc., DB - UniCat KW - Branding (Marketing) KW - Business names. KW - Brand name products. UR - https://www.unicat.be/uniCat?func=search&query=sysid:142948263 AB - Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone-even noncreative types-can create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test-two acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells ER -