<p> 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.</p><p> The heart of the book is Watkins's proven SMILE and SCRATCH Test. A great name makes you SMILE because it is <strong>S</strong>uggestive—evokes a positive brand experience; is <strong>M</strong>eaningful—your customers get it; uses <strong>I</strong>magery—visually evocative to aid in memory; has <strong>L</strong>egs—lends itself to a theme for extended mileage; and is <strong>E</strong>motional—moves people.</p><p> A bad name, on the other hand, makes you SCRATCH your head because it is <strong>S</strong>pelling challenged—looks like a typo; is a <strong>C</strong>opycat—similar to competitors’ names; is <strong>R</strong>estrictive—limits future growth; is <strong>A</strong>nnoying—frustrates customers; is <strong>T</strong>ame—flat, uninspired; suffers from the <strong>C</strong>urse of Knowledge—only insiders get it; and is <strong>H</strong>ard to pronounce.</p><p> Watkins also provides up-to-date advice, like making sure that Siri spells your name correctly. And you’ll see dozens of examples—the good, the bad, and the “so bad she gave them an award.” Alexandra Watkins is not afraid to name names.</p>