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

by Alexandra Watkins (Author)

789 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.

Editorial Reviews

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"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
Publication date ‏ : ‎ October 1, 2019
Edition ‏ : ‎ Reprint
Language ‏ : ‎ English
Print length ‏ : ‎ 168 pages
ISBN-10 ‏ : ‎ 1523099984
ISBN-13 ‏ : ‎ 978-1523099986
Item Weight ‏ : ‎ 7 ounces
Dimensions ‏ : ‎ 5.5 x 0.42 x 8.5 inches

Best Sellers Rank: #614,250 in Books (See Top 100 in Books)
- #54 in Market Research Business (Books)
- #433 in Starting a Business (Books)

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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.

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Customers say

Customers find the book a pleasure to read and refer to, with valuable do's and don'ts that help with brainstorming. Moreover, the book provides a simple approach to uncovering excellent business names, and customers appreciate its straightforward methodology and light, engaging tone. Additionally, customers value the book's ease of use and consider it worth the money, with one customer noting it saved them thousands of dollars in rebranding costs.

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Readability Information quality Brand naming Methodology Ease of use Value for money Tone

115 customers mention "Readability"115 positive0 negative

Customers find the book easy to read and refer to, describing it as a great quick read and must-read for entrepreneurs.

"...Instead, it's a no-fluff guide to coming up with really awesome business names...." Read more

"...Alexandra makes naming simple, fun, and smart. Her SMILE and SCRATCH test helps you pick a name that sticks (and avoids the bad ones)...." Read more

"...had a little more content, but that's because the process of naming things is straightforward...." Read more

"...However her writing style and interjected humor make it an easy read and gives flair to what seems to be a pretty bland topic...." Read more

90 customers mention "Information quality"90 positive0 negative

Customers find the book informative and full of valuable do's and don'ts, serving as a useful primer for brainstorming.

"...It was updated with tons of new examples, the resources alone are worth thousands of dollars you would normally have to pay up in consulting, she..." Read more

"Alexandra Watkins and her team at Eat My Words do some pretty amazing work, charging anywhere from $1,000 to $50,000+ to name things...." Read more

"...2. The included strategies, with a smidgen of imagination, can be used to help you with naming just about anything - companies, products, books,..." Read more

"...It's an easy, fun and light read despite the oodles of information incorporated. Must read for any marketer, copywriter or namer!" Read more

62 customers mention "Brand naming"60 positive2 negative

Customers appreciate the book's approach to brand naming, describing it as a practical guide that provides a simple method for uncovering excellent business names.

"...That means amazing brand names, which there are many examples of inside this book. There are also tons of examples of what makes a bad name...." Read more

"...Alexandra makes naming simple, fun, and smart. Her SMILE and SCRATCH test helps you pick a name that sticks (and avoids the bad ones)...." Read more

"...: How to Create Brand Names That Stick is a practical guide to picking inventive company names and mastering the art of branding...." Read more

"...What I liked: 1. It gives you a concise and highly actionable "Brand Name Road Map." 2...." Read more

25 customers mention "Methodology"25 positive0 negative

Customers appreciate the methodology of the book, which provides a practical step-by-step guide with tangible exercises and insider tips.

"...Alexandra makes naming simple, fun, and smart. Her SMILE and SCRATCH test helps you pick a name that sticks (and avoids the bad ones)...." Read more

"...2. The included strategies, with a smidgen of imagination, can be used to help you with naming just about anything - companies, products, books,..." Read more

"...Her book was great for a lot of reasons. Especially with the tips on brainstorming and of things you do NOT want to do...." Read more

"...and creative mind and the book is full of ideas and resources to start your new business or rebrand an existing one!" Read more

21 customers mention "Ease of use"21 positive0 negative

Customers find the book straightforward and easy to follow, with one customer noting that it helps boil down the process into simple steps.

"...But best of all, the humor. It's an easy, fun and light read despite the oodles of information incorporated...." Read more

"What a treasure trove of great ideas I found in this book! The easy exercises and guidelines can help anyone with a bit of imagination find a brand..." Read more

"...I really love the process outlined in this book. This book is compact, easy to read, fun, and practical. I would highly recommend!" Read more

"...She writes very clearly and give step-by-step instructions, which are pretty easy to follow...." Read more

17 customers mention "Value for money"17 positive0 negative

Customers find the book worth the money, with one mentioning it saved them thousands of dollars in rebranding costs.

"...It was updated with tons of new examples, the resources alone are worth thousands of dollars you would normally have to pay up in consulting, she..." Read more

"...The real deal. Dollar for dollar, the best value I ever remember receiving from information bought in any format." Read more

"...This book will save you a lot of money and time...." Read more

"...and Scratch" test—that one page of wisdom alone is worth the cost of the book. Pay attention to it!..." Read more

12 customers mention "Tone"12 positive0 negative

Customers appreciate the book's conversational and light tone, noting there are no dull moments throughout.

"...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...." Read more

"...The author’s conversational tone and humor makes it fun to read...." Read more

"...Seriously one of the best narrations I've ever listened to -- she captured the witty nature of the book using multiple accents, tonalities, vocal..." Read more

"...She has a clear (and memorable!) way of explaining qualities of good and bad names, and how to avoid these pitfalls...." Read more

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Danavir Sarria
I wish I read this book YEARS ago!
Reviewed in the United States on May 4, 2018
Verified Purchase

UPDATED REVIEW!!!

Ever since I read the 1st edition of "Hello, My Name Is Awesome" last year, which was AMAZING, I've been addicted to learning more about how to come up with brand names that POP.

Alas, even after all of this time though, it seems like the "market" hasn't caught up. I still only found random "scientific hacks" and graphs about coming up with brand names. Nothing exciting. Just more soulless, hard to read/speak words. I was bummed out.

But when I heard the 2nd edition of "Hello, My Name Is Awesome" just published, I knew I had to jump on it ASAP. Even if all it was just extra examples, I would have been pumped.

The moment I opened it up, I was floored. Sequels are usually a hit or miss, but Alexandra hit a homerun.

The 2nd edition felt like an almost completely new book. It was updated with tons of new examples, the resources alone are worth thousands of dollars you would normally have to pay up in consulting, she revealed completely new ways of thinking about brand names, everything that was possibly missing in the 1st edition was covered in the 2nd edition, and way, way more.

It's already given me ideas for my next ecommerce business.

Long story short, if you already own the 1st edition, you NEED the 2nd edition.

If you don't own either, then what are you waiting for? :)

--
--
Recently, I started a premium men's activewear brand and was really having a hard time coming up with a brand name that would really POP in such a hyper-competitive field.

So I started Googling for every possible site on naming your business and I came across hundreds of articles. Unfortunately, 99.99% of all I found was useless. Then I heard about this book.

Once I got it and read it, I literally said to myself...

"I wish I read this book YEARS ago!"

It's not a big book at all, which I think is a plus.

Instead, it's a no-fluff guide to coming up with really awesome business names. Don't expect boring advice like adding "ly" or deleting vowels in your name like every other startup brand these days.

With this book, you'll come up with shocking and fun names that really make you feel something once you read them.

Apparently, the author is a former Ogilvy & Mather copywriter. So you're not going to get weird mathematical formulas either. She treats her brand names like she would a million dollar headline. It's all about emotions and being remembered.

That means amazing brand names, which there are many examples of inside this book. There are also tons of examples of what makes a bad name. Honestly, this could have been called "The Definitive Guide To Coming Up With Amazing Brand Names Fast", because it is. Of course, its current title is better.

With that said, I can't recommend this book enough.

If you're looking to come up with a new business name, there's no better resource.

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Joey Vitale
The Only Naming Book You Need
Reviewed in the United States on March 19, 2025
Verified Purchase
If you need a great business name, Hello, My Name Is Awesome is the book to read. Alexandra makes naming simple, fun, and smart. Her SMILE and SCRATCH test helps you pick a name that sticks (and avoids the bad ones). As a trademark lawyer, I see people struggle with naming all the time - that’s why I send all my clients to Alexandra when they need help. She’s the best in the biz, and this book proves it!

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GA
The beans have been spilled!
Reviewed in the United States on December 3, 2014
Verified Purchase
Alexandra Watkins and her team at Eat My Words do some pretty amazing work, charging anywhere from $1,000 to $50,000+ to name things. So, when I heard she wrote a book about how to create awesome names, I knew I had to buy it.

The book itself is a very short read and I felt it could have had a little more content, but that's because the process of naming things is straightforward. My family and I are looking to start and name a new business, which is a daunting task in an industry full of simply awful and trite names . To help us get the process started, I used the very same creative brief Alexandra uses with her own clients; she included it in the book!

I haven't gotten very far into the brainstorming process, but I have no doubt the names I come up with are going to be better than the ones I would've thought of before reading the book. Nevertheless, there's nothing like having the "Real McCoy," so I just submitted a message to Eat My Words to get an hour of their time.

This book is an invaluable resource to anyone looking to come up with great names, but don't expect great ideas to immediately flow into your brain and spill themselves all over the blank piece of paper staring at you in the face. It's going to take a lot of brainstorming and creative muscle to come up with something truly great.

When in doubt, give Alexandra a shout. Okay, okay, I know that was trying too hard.

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Top reviews from other countries

Diego Angulo Jimenez
Made my brand great again.
Reviewed in Mexico on April 12, 2025
Verified Purchase

Amazing book! I realized how wrong I was with my previous names, and thanks to this book I found the best name for my brand.

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Joonas
The only brand naming book you'll ever need? I think so.
Reviewed in Australia on August 2, 2023
Verified Purchase
There are two things that I especially loved about this book:

1. It is super actionable with an outside-the-box framework that helps you name your business in a way that doesn't make your customers want to die when they see it.
2. It is short and free of the typical marketing book bullshit. I read the book in two sittings.

Just going through naming my podcast and the process laid out in the book is beyond helpful. I think the book also convinced me to rename my business. Which I am not sure if I should feel excited or upset about.

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AIDAN
Now anyone can name a company
Reviewed in France on September 22, 2018
Verified Purchase
I run a startup and we were facing a potential legal battle over our name just before the launch of our product. One of my advisors pointed me in the direction of Hello My Name is Awesome. The book was an extremely easy read. The guidance is clear and practical and the tone is engaging and fun. The processes laid out in the book made it really easy to engage the whole company and our advisory board. In only a few days the individual brainstorming exercises enabled us to generate hundreds of different candidate names, and develop a great shortlist before we used the "SMILE" and "SCRATCH" tests to pick a winner that was perfectly in line with our brand. In addition to reducing a serious legal risk to our business, we found a name that we believe is even better than the one we originally had. Alexandra's guidance also enabled me to get a memorable domain name for only $15. I thoroughly recommend this book and will definitely be using it again in the future. I will also be recommending it to the other startups I work with around the world.

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Iztok Golob
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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Glasgore
Handy little book to check in on when you're designing a brand
Reviewed in the United Kingdom on February 12, 2021
Verified Purchase
This is a good book to have, I heard Alexandria on the madebrave podcast, i really liked what she had to say and how she came across so i picked up this book.

It's really helpful as i am a student doing digital design at GCU, for a few projects now I've been tasked with branding a company and launching a mock product/event. While i already find this process to be really fun, Alexandria's book helps me see things in black and white and helps me refine my processes and really understand the why behind everything.

Recommend this to every design student in a similar boat and for anyone in marketing/advertising as it will help you dig a little deeper and hopefully come out with really clever and original ideas for your projects.

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5.0 out of 5 stars I wish I read this book YEARS ago!

5.0 out of 5 stars The Only Naming Book You Need

4.0 out of 5 stars The beans have been spilled!

Top reviews from other countries

5.0 out of 5 stars Made my brand great again.

5.0 out of 5 stars The only brand naming book you'll ever need? I think so.

5.0 out of 5 stars Now anyone can name a company

5.0 out of 5 stars I wouldn't read 1 star reviews on this book

5.0 out of 5 stars Handy little book to check in on when you're designing a brand

I wish I read this book YEARS ago!

The Only Naming Book You Need

The beans have been spilled!

Made my brand great again.

The only brand naming book you'll ever need? I think so.

Now anyone can name a company

I wouldn't read 1 star reviews on this book

Handy little book to check in on when you're designing a brand