Hello, My Name is Awesome by Alexandra Watkins Summary

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.