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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 out of 5 stars 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.
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  1. Print length
    168 pages
  2. Language
    English
  3. Publisher
    Berrett-Koehler Publishers
  4. Publication date
    October 1, 2019
  5. Dimensions
    5.5 x 0.42 x 8.5 inches
  6. ISBN-10
    1523099984
  7. ISBN-13
    978-1523099986
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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
  • 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
  • Customer Reviews:
    4.7 out of 5 stars 789 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
789 global ratings

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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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ReadabilityInformation qualityBrand namingMethodologyEase of useValue for moneyTone
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.

"...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

"...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

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

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

"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

"...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

"I found this book to be so helpful. It is well written and easy to read, and it’s also funny...." Read more

"...There is nugget after nugget of practical application all throughout this book. I'm about to start my creative brief now. Thank you! Thank you!..." 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.

"...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

"...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

"...book fills you up with useful knowledge, insights, and how-to's on creating brand names that work...." 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

"...Alexandra is as real as her words, and lays out an amazing blueprint for branding and marketing genius, which shows you how to test any brand name..." 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

"...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

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.

"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

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

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

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

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

"...And you can use the strategies for life and make more money—so you can buy more coffee, drinks, ice creams, snacks, filet mignon, lobster rolls, or..." Read more

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

"...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

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

Helpful, hip, hilarious, a joy to read
5 out of 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

  • Joey Vitale
    5.0 out of 5 stars The Only Naming Book You Need
    Reviewed in the United States on March 19, 2025
    Format: KindleVerified 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!
    Helpful
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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
    Helpful
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  • GA
    4.0 out of 5 stars 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.
    One person found this helpful
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Top reviews from other countries

  • Diego Angulo Jimenez
    5.0 out of 5 stars Made my brand great again.
    Reviewed in Mexico on April 12, 2025
    Format: KindleVerified 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.
    Report
  • Joonas
    5.0 out of 5 stars The only brand naming book you'll ever need? I think so.
    Reviewed in Australia on August 2, 2023
    Format: KindleVerified 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.
    Report
  • AIDAN
    5.0 out of 5 stars 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.
    Report
  • 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
    Format: PaperbackVerified 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.
    Report
  • Glasgore
    5.0 out of 5 stars 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.
    Report