Berrett-Koehler, Sachbücher, Hello, My Name Is Awesome (Englisch, Alexandra Watkins, 2019)

The ultimate guide to naming your product or business has been updated throughout with twice as many resources as before, new stories (of both hits and flops), and an entirely new chapter on the power of names in the workplace. Too many new companies and products have names that look like the results of a drunken Scrabble game (Xobni, Svbtle, Doostang). In this entertaining and engaging book, ace-naming consultant Alexandra Watkins explains how anyone&mdash even noncreative types&mdash can create memorable and effective brand names. No degree in linguistics required. The heart of the book is Watkins's proven SMILE and SCRATCH Test. A great name makes you SMILE because it is Suggestive&mdash evokes something about your brand is Memorable&mdash makes an association with the familiar uses Imagery&mdash aids memory through evocative visuals has Legs&mdash lends itself to a theme for extended mileage and is Emotional&mdash moves people. A bad name, on the other hand, makes you SCRATCH your head because it is Spelling challenged&mdash looks like a typo is a Copycat&mdash similar to competitors&rsquo names is Restrictive&mdash limits future growth is Annoying&mdash seems forced and frustrates customers is Tame&mdash feels flat, merely descriptive, and uninspired suffers from the Curse of Knowledge&mdash speaks only to insiders and is Hard to pronounce&mdash confuses and distances customers. This 50 percent&ndash new second edition has double the number of brainstorming tools and techniques, even more secrets and strategies to nab an available domain name, a brand-new chapter on how companies are using creative names around the office to add personality to everything from cafeterias to conference rooms, and much more.