Acquista libri Hello, My Name Is Awesome: How to Create
Brand Names That Stick
By Alexandra Watkins
Too many new companies and products have names that look like the
results of a drunken Scrabble(R) game (Xobni, Svbtle, Doostang). In this
entertaining and engaging book, ace-naming consultant Alexandra Watkins
explains how anyone--even noncreative types--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--evokes a positive brand experience;
is Meaningful--your customers get it; uses Imagery--visually evocative to
aid in memory; has Legs--lends itself to a theme for extended mileage;
and is Emotional--moves people.A bad name, on the other hand, makes you
SCRATCH your head because it is Spelling challenged--looks like a typo; is
a Copycat--similar to competitors' names; is Restrictive--limits future
growth; is Annoying--frustrates customers; is Tame--flat, uninspired;
suffers from the Curse of Knowledge--only insiders get it; and is
