Hello, My Name Is Awesome

Can you create a memorable and effective brand name? In her entertaining and engaging book, naming consultant Watkins explains how anyone can. No degree in linguistics is 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 competitor's names; is restrictive--limits future growth; is annoying--frustrates customers.