Hello, My Name Is Awesome: How to Create Brand Names That Stick by Alexandra Watkins Summary

1. Use the SMILE test for names: Suggestive, Meaningful, Imagery, Legs, Emotional.
2. Avoid SCRATCH sins: Spelling-challenged, Copycat, Restrictive, Annoying, Tame, Curse of Knowledge.
3. Never share name ideas with outsiders during brainstorming to prevent bias.
4. Create names that spark immediate recognition instead of requiring explanations.
5. Develop naming briefs with clear brand personality traits before brainstorming.
6. Prioritize names with "legs" that enable storytelling extensions and marketing campaigns.
7. Avoid insider jargon that creates confusion for external audiences.
8. Secure exact-match domains through creative suffix combinations when needed.
9. Conduct trademark searches early while keeping options flexible.
10. Reject focus group feedback favoring literal descriptions over emotional resonance.

About the Author

Alexandra Watkins is the bestselling author of Hello, My Name Is Awesome and a leading authority in brand naming and creative marketing.

As the founder of Eat My Words, her San Francisco-based agency has crafted iconic names for major brands like Disney, Amazon, Coca-Cola, and Twitter, including Wendy’s Baconator and Burger King’s Mac n’ Cheetos.

Blending humor with strategic insight, her book offers practical tools like the SMILE and SCRATCH tests to help businesses create memorable, marketable brand identities. A frequent contributor to Inc., The Wall Street Journal, and Entrepreneur, Watkins has shaped modern branding through her advertising-rooted approach, diverging from traditional linguistic methods.

Recognized for transformative work, she named vertical farming innovator Plenty, later featured in Time’s 100 Most Influential Companies. Hello, My Name Is Awesome remains an Inc. Magazine Top 10 Marketing Book, cementing her status as a go-to expert for startups and Fortune 500 teams alike.

FAQs About This Book

What is Hello My Name Is Awesome by Alexandra Watkins about?

Hello My Name Is Awesome is a practical guide to creating memorable brand and product names. Author Alexandra Watkins introduces the SMILE test (Suggestive, Meaningful, Imagery, Legs, Emotional) to evaluate names and the SCRATCH test to avoid pitfalls like being spelling-challenged or generic. The book emphasizes creativity over corporate jargon, offering actionable strategies for entrepreneurs and marketers.

Who should read Hello My Name Is Awesome?

Entrepreneurs, marketers, and business owners seeking to build strong brands will benefit most. It’s ideal for those struggling with naming challenges or wanting to avoid common mistakes. The book’s humor and clear frameworks make it accessible even for non-creative professionals.

What is the SMILE test in Hello My Name Is Awesome?

The SMILE test ensures a name is:

• Suggestive (hints at the brand’s purpose)
• Meaningful (resonates with audiences)
• Imagery (triggers visual associations)
• Legs (adaptable for slogans or expansions)
• Emotional (evokes positive feelings). Names like Spoon Me (frozen yogurt) exemplify this framework.

What are the SCRATCH sins in brand naming?

The SCRATCH test warns against names that are:

• Spelling-challenged
• Copycat
• Restrictive
• Annoying
• Tame
• Cursed with insider jargon
• Hard to pronounce. For example, misspelled names like Flickr confuse customers.

How does Hello My Name Is Awesome help with domain name selection?

The book advises prioritizing brand clarity over exact domain matches. Use extensions like .co or modifiers (e.g., GetNeato.com for Neato robotic vacuums). Watkins stresses that a strong name matters more than a perfect URL.

What real-world examples does Alexandra Watkins use?

Watkins highlights names she’s created, including Wendy’s Baconator, Smitten Ice Cream, and Church of Cupcakes. These examples showcase playful, memorable names that align with the SMILE criteria and avoid SCRATCH flaws.

What are common naming mistakes addressed in the book?

Top mistakes include:

• Overcomplicating spellings (Zillow vs. Zyxl)
• Using industry jargon outsiders don’t understand
• Choosing generic names (Premier Solutions)
• Ignoring cultural or linguistic blunders.

How does Hello My Name Is Awesome compare to other branding books?

Unlike theoretical branding guides, Watkins focuses solely on naming with humor and practical tools like the SMILE/SCRATCH tests. It’s shorter and more actionable than academic marketing texts, making it a quick reference for creatives.

Is Hello My Name Is Awesome still relevant for 2025?

Yes. With rising competition for unique brand identities, Watkins’ emphasis on emotional resonance and adaptability remains critical. The rise of AI naming tools makes her human-centric approach even more valuable.

What critiques exist about Hello My Name Is Awesome?

Some reviewers note the concepts aren’t revolutionary, and the focus on creativity may undervalue data-driven naming. However, most praise its practicality and humor, calling it a “brand name Bible” for entrepreneurs.

How does Alexandra Watkins’ background influence the book?

As founder of Eat My Words, a top naming firm, Watkins draws on 20+ years renaming brands like Amazon and Xerox. Her blend of humor and expertise makes complex ideas accessible, reflecting her copywriting and branding experience.

Can Hello My Name Is Awesome help non-English brand names?

While focused on English, the principles apply globally. Watkins stresses avoiding linguistic pitfalls and testing names culturally. Examples like Gringo Lingo (Spanish school) show cross-cultural adaptability.