{"product_id":"alexandra-watkins-watkins-a-hello-my-name-is-awesome-how-to-create-brand-n-9781626561861","title":"Watkins, A: Hello, My Name Is Awesome: How to Create Brand N","description":"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 \u0026amp; 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.","brand":"McGraw-Hill Education Ltd","offers":[{"title":"Used - very good","offer_id":53422920991062,"sku":"9781626561861-V","price":11.49,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0925\/5829\/5382\/files\/product_image_9781626561861_1.jpg?v=1781666020","url":"https:\/\/www.momoxbooks.com\/products\/alexandra-watkins-watkins-a-hello-my-name-is-awesome-how-to-create-brand-n-9781626561861","provider":"momoxbooks","version":"1.0","type":"link"}