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Hello, My Name Is Awesome: How to Create Brand Names That Stick Paperback – October 1, 2019

by Alexandra Watkins (Author)
4.7 4.7 out of 5 stars 760 ratings
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Named a "Top 10 Branding Book by Branding Journal," and a "Top 10 Marketing Book" by Inc. Magazine, this is the ultimate guide to naming your product or business. The completely revised second edition has been updated throughout with twice as many resources as before, new stories (of both hits and flops), and an entirely new chapter on the power of names in the workplace.

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 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 something about your brand; is Memorable--makes an association with the familiar; uses Imagery--aids memory through evocative visuals; 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--seems forced and frustrates customers; is Tame--feels flat, merely descriptive, and uninspired; suffers from the Curse of Knowledge--speaks only to insiders; and is Hard to pronounce--confuses and distances customers.

This 50 percent-new second edition has double the number of brainstorming tools and techniques, even more secrets and strategies to nab an available domain name, a brand-new chapter on how companies are using creative names around the office to add personality to everything from cafeterias to conference rooms, and much more.
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Previous page
  1. Print length
    168 pages
  2. Language
    English
  3. Publisher
    Berrett-Koehler Publishers
  4. Publication date
    October 1, 2019
  5. Dimensions
    5.56 x 0.44 x 8.5 inches
  6. ISBN-10
    1523099984
  7. ISBN-13
    978-1523099986
  8. See all details
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Editorial Reviews

Review

"Top 10 Branding Book of 2019"- Branding Journal

"2019 OWL (Outstanding Works of Literature Award), Sales & Marketing Books"- Book Pal

"I started laughing so hard that people started looking at me. It was one of those things where I felt like I should be quiet because it's like being in church, but I couldn't stop laughing." - Douglas Burdett, Host, The Marketing Book Podcast

"Insane Book Of The Day" - Tai Lopez, Top 10 Business Influencer (Forbes, Entrepreneur.com), Executive Chairman at Retail Ecommerce Ventures

About the Author

Alexandra Watkins is the founder of Eat My Words, a nationally recognized naming firm known for creating unforgettable brand names. Her clients include Amazon, Coca-Cola, Disney, Google, Twitter, and other bluechip brands. Prior to creating Eat My Words, Watkins worked as a copywriter for leading advertising agencies, including Ogilvy & Mather.

Product details

  • Publisher ‏ : ‎ Berrett-Koehler Publishers; Reprint edition (October 1, 2019)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 168 pages
  • ISBN-10 ‏ : ‎ 1523099984
  • ISBN-13 ‏ : ‎ 978-1523099986
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 5.56 x 0.44 x 8.5 inches
  • Customer Reviews:
    4.7 4.7 out of 5 stars 760 ratings

About the author

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Alexandra Watkins

Alexandra Watkins

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Founder of naming firm Eat My Words, Alexandra Watkins is a recognized expert on brand names with buzz. She is frequently quoted in the press and been featured in leading business publications including The Wall Street Journal, Inc., and Entrepreneur. Alexandra is a popular speaker at MBA programs and has been a guest presenter multiple times at the Stanford Graduate School of Business, San Francisco State, USF School of Management and their alumni association. She has also entertained audiences at the Proctor & Gamble alumni association, Uncollege, In-House Agency Forum, SF City Club, and many co-working spaces.

Alexandra first got hooked on naming when Gap hired her to create cheeky names for their first line of body care products. Soon after, she broke into the business by talking her way into branding powerhouse Landor via a Match.com date. With her fresh, unconventional naming style, Alexandra soon became a go-to resource for countless branding and naming firms around the country. And Landor sent her enough business to open her own firm. Since then, she’s generated thousands of names for snacks, software, sunscreen, social networking sites, sportswear, shoes, sugar scrubs, serums, and seafood. (And that’s just the S’s!) She’s also named lots of things that make people fat and drunk including a nationally recognized bacon cheeseburger (which ironically, must remain nameless).

Prior to Eat My Words, Alexandra was an advertising copywriter, working at leading ad agencies up and down the West Coast, including five years at Ogilvy and Mather, where she helped launch Microsoft Windows and learned the language of Geek Speak. In the mid-nineties she jumped on the dot-com gravy train, and rode it until it crashed in her SOMA backyard. Alexandra took the money and ran, spending a year in Australia, New Zealand, Bali and Fiji. Upon her return, she discovered her passion for naming things and soon after started Eat My Words.

Customer reviews

4.7 out of 5 stars
4.7 out of 5
760 global ratings
Helpful, hip, hilarious, a joy to read
5 Stars
Helpful, hip, hilarious, a joy to read
The only thing I didn't like about "Hello, My Name Is Awesome" is that it had an ending.What I liked: 1. It gives you a concise and highly actionable "Brand Name Road Map." 2. The included strategies, with a smidgen of imagination, can be used to help you with naming just about anything - companies, products, books, speeches, songs, etcetera. 3. The author is a excellent writer AND hired an excellent editor. (There is no fluff in this book, yet it is not dry reading.) 4. The author is funny and has a way with words, but doesn't make you groan. At least, it didn't make me groan.Absolutely delightful purchase. I bought the audiobook first - read impeccably well by the author, and then the paperback version.The real deal. Dollar for dollar, the best value I ever remember receiving from information bought in any format.
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Top reviews from the United States

Amazon Customer
5.0 out of 5 stars Great resource - straight to the point
Reviewed in the United States on April 16, 2024
Verified Purchase
I’ve read a few books on brand naming and this by far is the most straightforward. There are some examples of well known companies but not overwhelming where the book becomes a history lesson. The examples are relevant to the lesson and based on her real life work versus major brands that can be easily googled. There are a lot of resources and some corporate/group guidance at the end. It is interesting to see her brainstorming approach versus others. A good read!
One person found this helpful
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Kindle Customer
5.0 out of 5 stars Practical approach to creating a brand name that sticks!
Reviewed in the United States on April 9, 2024
Verified Purchase
I purchased this book to help me come up with a great business name. I will admit, before reading it, I had no idea there was a process for naming companies. This book explains that process with a real-world example and provides a list of free brainstorming resources. The author’s conversational tone and humor makes it fun to read. If you are stuck like I was, I am sure this book will get you excited again about creating an awesome name for your brand!
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Piikea
4.0 out of 5 stars Start here if your business brand needs help
Reviewed in the United States on October 14, 2020
Verified Purchase
The book is well-organized, fun, and easy to read. There are a lot of amusing examples and clear instructions of how to get started on how to revamp or create a sticky brand. This book fits into the tiered monetization method of an expensive book, a more expensive course, and a very expensive consultation. My critique comes from the perspective of an entrepreneur with a boring business name (B2B). I need more exercises to get the creative juices flowing. I wish this book came with a workbook. If so, it would get 5-stars.
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Devon LaFranco
5.0 out of 5 stars A Great Look Into The Task Of Brand Naming
Reviewed in the United States on March 4, 2015
Verified Purchase
Alexandra Watkins’ Hello, My Name Is Awesome: How to Create Brand Names That Stick is a practical guide to picking inventive company names and mastering the art of branding. Mrs. Watkins’ marketing handbook provides the reader with the necessary information to successfully name a company or product. Her branding expertise and humorous writing style make this marketing guide to branding a must read. The name is a huge part of a product and the branding associated with it. Mrs. Watkins attempts to help the everyday entrepreneur avoid the pitfalls of unclear and whacky company names. Keeping in mind the 5 qualities of a super-sticky name and the seven deadly sins, one can arrive at the perfect company name while promoting a desired brand strategy around a product or service.
In Watkins’ guide, she determines a tipping point when it comes to company and product naming. Entrepreneurs and business owners must struggle with the difficult task of standing out from the crowd while engineering an understandable and fitting name for a company or product line. Small details must be thought over and the smallest intricacies can make one brand name lasting and effective and another confusing and ineffective. Brand names serve as a first impression between consumers and producers. Watkins believes that a satisfactory company or brand name should turn heads, generate buzz and spark sales. Brand names characterize a company or product in a few simple words or a short phrase. The brand name is the single most important marketing attribute of a company and can doom a company from the start if not given enough attention. Following Mrs. Watkins’ tips to creating lasting brand names can make or break a company before its’ products or service are even produced and released in the consumer market for consumption.
Alexandra Watkins does a great job in explaining her criteria and process for generating effective and lasting brand names. Her ideas are well backed up with satisfactory examples and real life instances where her method was implemented to create real brand names used in the market today. Watkins believes that, “the most powerful brand names connect with people and move them to buy because they are based on familiar words and concepts that they understand and appreciate.” In fact, Alexandra Watkins mentions Kryptonite locks, Mayday tech support, Obsession perfume, Leap Frog toys and Ninja blenders as companies with brand names that speak volumes. She believes that a brand name tells the story a producer wants to get across to its potential customers. Following her method will ensure a practical brand name that clearly explains the overall aura attached to a product. However, she also cites the many pitfalls associated with brand naming. Some of the companies she identifies as lacking in the brand-naming department include: Sur La Table, Iams, Flickr, Saucony, Eukanuba and Xobni. The author provides many real life examples to back up her argument for successful brand naming, while at the same time citing companies who failed at creating effective brand names.
I believe that if followed correctly and analyzed in the correct way, Alexandra Watkins provides a sound method for brand naming. She is very successful in her interpretation of powerful brand names and the importance of an effective brand name. She provides the reader with the proper tools and prepares them for the difficult task of brand naming. Though her system isn’t foolproof by any sense of the imagination, it can give someone struggling to find a suitable company name a push in the right direction. I would recommend this book to any entrepreneur or future business owner who may one day struggle with the task of engineering a suitable brand name. If the task of brand naming is something you’ll ever have to deal with, reading Watkins’ guide for anything more than entertainment would be a waste of time. However her writing style and interjected humor make it an easy read and gives flair to what seems to be a pretty bland topic. All in all, I would recommend this book to any company or entrepreneur making or slated to make a decision in brand or product naming.
4 people found this helpful
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John H.
5.0 out of 5 stars Helpful, hip, hilarious, a joy to read
Reviewed in the United States on December 3, 2023
Verified Purchase
The only thing I didn't like about "Hello, My Name Is Awesome" is that it had an ending.

What I liked: 1. It gives you a concise and highly actionable "Brand Name Road Map." 2. The included strategies, with a smidgen of imagination, can be used to help you with naming just about anything - companies, products, books, speeches, songs, etcetera. 3. The author is a excellent writer AND hired an excellent editor. (There is no fluff in this book, yet it is not dry reading.) 4. The author is funny and has a way with words, but doesn't make you groan. At least, it didn't make me groan.

Absolutely delightful purchase. I bought the audiobook first - read impeccably well by the author, and then the paperback version.

The real deal. Dollar for dollar, the best value I ever remember receiving from information bought in any format.
Customer image
John H.
5.0 out of 5 stars Helpful, hip, hilarious, a joy to read
Reviewed in the United States on December 3, 2023
The only thing I didn't like about "Hello, My Name Is Awesome" is that it had an ending.

What I liked: 1. It gives you a concise and highly actionable "Brand Name Road Map." 2. The included strategies, with a smidgen of imagination, can be used to help you with naming just about anything - companies, products, books, speeches, songs, etcetera. 3. The author is a excellent writer AND hired an excellent editor. (There is no fluff in this book, yet it is not dry reading.) 4. The author is funny and has a way with words, but doesn't make you groan. At least, it didn't make me groan.

Absolutely delightful purchase. I bought the audiobook first - read impeccably well by the author, and then the paperback version.

The real deal. Dollar for dollar, the best value I ever remember receiving from information bought in any format.
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One person found this helpful
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M.B.
5.0 out of 5 stars Effective!
Reviewed in the United States on February 10, 2024
Verified Purchase
The book puts much needed "guard rails" on brainstorming your business name. Before reading this book I had sticky notes all over the house with possible names. My mind would race with as I reacted to words in songs, podcasts, etc.

The Creative Brief that she recommends helps you to focus on your vision. Alexandra walks you through what to think about as you put together your Creative Brief. From there, you begin to pull meaningful words that represent your brand. It's a time consuming process but absolutely worth it. As with most things in life - you get out what you put in. I highly recommend this book to help create business names and product lines.
One person found this helpful
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Top reviews from other countries

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Iztok Golob
5.0 out of 5 stars I wouldn't read 1 star reviews on this book
Reviewed in Germany on June 29, 2023
Verified Purchase
I don't read 1 star reviews anymore. For a while I have been findind them intentionally misleading. After reading this book one sounds at least like the author hasn't really gone beyond the cover let alone through workflow process Alexandra follows and suggests. It is the very thing he or she finds missing. Strange. I red the whole book in 2 days, which is fast for me considering the time on my hand. I was so inspired by Alexandra I named our offices while reading it. I intend to use her workflow of solo brainstorming for not just branding though. Not to mention the book is actually really fun to read.
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Prem
4.0 out of 5 stars Insightful, short and easy to read!
Reviewed in India on June 8, 2023
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The book is honest, and crisp. With many new ideas, it backs up with good examples and opinions. I would recommend everyone who is going to name something in their lifetime to read it. It is small enough that there is no harm in giving it a go.
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Ron
5.0 out of 5 stars I am very ashamed of the names I created before reading this book!
Reviewed in Spain on September 14, 2022
Verified Purchase
I enjoyed this book a lot. It's an informative, funny, and interesting read. I found several practical and easy to implement ideas and techniques. I am very ashamed of the names I created before reading this book ;)
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german farias
5.0 out of 5 stars Buenos tips y metodología
Reviewed in Mexico on August 7, 2019
Verified Purchase
Muy práctico, con un lenguaje muy amigable. Suficiente información para desarrollar un naming y saber si vas por buen camino.
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Ana Carolina Mosimann
5.0 out of 5 stars Recomendo
Reviewed in Brazil on November 14, 2018
Verified Purchase
Adorei o livro.
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