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 Hard to pronounce.Watkins also provides up-to-date advice, like making sure that Siri spells your name correctly. And you'll see dozens of examples--the good, the bad, and the "so bad she gave them an award." Alexandra Watkins is not afraid to name names.
Alexandra Watkins Knihy
Alexandra Watkins je uznávanou expertkou na značky s citom pre názvy, ktoré vzbudzujú pozornosť. Jej prístup k pomenovaniu značiek je nekonvenčný a často zahŕňa hravý a drzý štýl, ktorý ju odlišuje v odbore. Watkins založila svoju poradenskú firmu po úspešnej kariére copywriterky v popredných reklamných agentúrach a po skúsenostiach s rozvíjajúcim sa internetovým podnikaním. Jej vášeň pre pomenovávanie sa zrodila pri práci na rade produktov, od starostlivosti o telo až po rôzny spotrebný tovar. Vytvorila tisíce názvov pre najrôznejšie produkty a značky a stala sa vyhľadávanou autoritou v oblasti brandingu.
