Hello My Name Is Awesome How to Create Brand Names That Stick (BK Bune)
By Alexandra Watkins

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 - even non-creative types - can create memorable and effective brand names.
The heart of the book is Watkins' proven SMILE and SCRATCH test, as featured in the Wall Street Journal and Inc. A good name makes you SMILE because it s: Suggestive - evokes a positive brand experience; 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 resonates with your audience.
A bad name, on the other hand, makes you SCRATCH your head because it s: Spelling-challenged looks like a typo; Copycat similar to competitors names; Random disconnected from the brand; Annoying hidden meaning, forced; Tame flat, descriptive, uninspired; suffers from the Curse of Knowledge only insiders get it, and is Hard-to-pronounce not obvious, unapproachable.

In this ground-breaking book, you ll get practical, up-to-date advice, such as making sure that Siri and voice recognition texting spell your name correctly. You ll read never-before-seen stories about naming triumphs and train wrecks. And you ll see dozens and dozens of eye-opening examples - the good, the bad, and the so bad she gave them an award. Alexandra Watkins is not afraid to name names.