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 Libros
Alexandra Watkins es una experta reconocida en nombres de marca con un don para crear expectación. Su enfoque para la denominación es poco convencional, empleando a menudo un estilo lúdico y atrevido que la distingue en el campo. Watkins fundó su empresa de nombres tras una exitosa carrera como redactora publicitaria en agencias de publicidad líderes y tras experimentar la emergente era de las puntocom. Su pasión por la denominación se encendió mientras trabajaba en una diversa gama de productos, desde líneas de cuidado corporal hasta diversos bienes de consumo. Ha generado miles de nombres para una amplia variedad de productos y marcas, estableciéndose como una autoridad solicitada en branding.
