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How to Create Brand Names That Stick - Alexandra Watkins

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Too many new companies and products have names that look like the results of a drunken Scrabble(R) 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 a positive brand experience; is 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–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–frustrates customers; is Tame–flat, uninspired; suffers from the Curse of Knowledge–only insiders get it; and is Hard to pronounce.

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.

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Creation Date: Mon, 16 Mar 2020 23:27:13 +0000
This is a Multifile Torrent
Hello, My Name is Awesome-Part01.mp3.marker 261 Bytes
Hello, My Name is Awesome-Part02.mp3.marker 384 Bytes
bb43be51-4c4e-4e00-ade2-77a14c449496-425.odm 3.83 KBs
Hello, My Name is Awesome.jpg 6.46 KBs
Hello, My Name is Awesome-Cover.jpg 57.82 KBs
Hello, My Name is Awesome-Part01.mp3 30.1 MBs
Hello, My Name is Awesome-Part02.mp3 35.25 MBs
Combined File Size: 65.41 MBs
Piece Size: 128 KBs
Comment: Updated by AudioBook Bay
Encoding: UTF-8
Info Hash: fbbc876513b11c63e93f01fa8dd6ce12e78c8a60
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