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: - **S**pelling-challenged - **C**opycat - **R**estrictive - **A**nnoying - **T**ame - **C**ursed with insider jargon - **H**ard 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.

ネーミングは「ひらめき」より「ロジック」です。

# 記憶に残るブランド名の作り方

アレクサンドラ・ワトキンス

4.13(973 Reviews)

『ネーミングは「ひらめき」より「ロジック」です。』の概要

ビジネスに名前を付けたものの、大失敗に終わるのをただ見守るしかなかった経験はありませんか？Inc.誌の「マーケティング本トップ10」の一つに選ばれたアレクサンドラ・ワトキンス著『Hello, My Name Is Awesome』は、業界のリーダーたちが忘れられないブランドを生み出す手法を一変させた「SMILE」と「SCRATCH」テストを明かしています。

語り方を選ぶ

1冊の本。さまざまな聴き方。

ネーミングは「ひらめき」より「ロジック」です。の同じアイデアを、あなたに合う声・深さ・ペースで学べます。いつでも切り替えられます。

第1章

The Art of Unforgettable Brand Names

Have you ever wondered why some brand names like Starbucks, Apple, and Netflix roll off your tongue while others leave you tongue-tied? Or why certain names make you smile while others make you cringe? In today's attention-starved economy, your brand name is your most valuable asset-the one thing customers will see, say, and hear more than anything else about your business. Alexandra Watkins, founder of naming agency Eat My Words, has created a revolutionary approach to naming that's transformed how companies from startups to Fortune 500s create their identities. Her methodology has been featured in The Wall Street Journal, Inc. Magazine, and Entrepreneur, while her client list reads like a who's who of business: Google, Disney, Microsoft, and Coca-Cola. This isn't just another branding book-it's the definitive guide to creating names that stick in consumers' minds and open their wallets.

第2章

The SMILE Test: Five Qualities of Magnetic Brand Names

The most powerful brand names make you smile instead of scratch your head. They create positive emotional connections that draw customers in and keep them coming back. The SMILE test identifies five qualities that make a name super-sticky: Suggestive, Memorable, Imagery, Legs, and Emotional. A suggestive name evokes something meaningful about your brand without being overly descriptive. The Impossible Burger brilliantly suggests its plant-based meat tastes impossibly like the real thing-far more appetizing than "Meat Lab" or "Veggie Disc." Garden Society perfectly captures sophisticated cannabis confections for mature women. Metaphorical names like Explorer, Expedition, and Wrangler suggest rugged adventure, while fragrance names like Desire, Euphoria, and Passion evoke desirable experiences. Some of the most creative names are cleverly coined words that achieve a tricky trifecta: feeling like a real word, being intuitive to pronounce, and being intuitive to spell. Samsonite sounds unbreakable, Sugarfina sounds elegant. Well-executed portmanteaus like Chuggernaut (beer growler station), Carbonite, and Groupon combine meanings of two words into something new and suggestive. Fun-to-say names like Jamba Juice, Zumba, and Zappos are especially sticky because they're enjoyable to pronounce. For certain audiences, risque names with a "wink, wink factor" can work brilliantly. Hand Job nail salon has been photographed more than the Golden Gate Bridge, while Poo-Pourri's cheeky product names like Master Crapsman and Royal Flush turn an awkward topic into something people can't stop talking about. However, provocative names require careful consideration of your target audience-Sweet Jesus ice cream faced backlash when expanding to more conservative markets.

聴きながら、すべての言葉を目で追えます

『ネーミングは「ひらめき」より「ロジック」です。』の一語一語が音声に合わせてリアルタイムでハイライトされ、自然に読み進められます。

第3章

Making Names Stick in the Mind

According to cognitive psychology, we remember things that easily merge into our existing knowledge. The stickiest names associate with words and concepts already familiar to us. Consider LeapFrog-most of us played this childhood game, creating an immediate connection that makes the name easy to remember. When meeting "Lucinda from LeapFrog," you might forget her name but remember her company because of your existing association. Unfamiliar coined names like Aladtec, Xoyondo, and Quinyx are forgettable because we have no reference point. Even invented names should feel somewhat familiar-like Intel's Pentium, which feels like it belongs on the periodic table. A memorable long name like "Better Than Pants" (an online t-shirt company) is superior to a forgettable short one because it sticks in your mind even without writing it down. Other memorable long names include Super Evil Megacorp (video game company with playful business cards), We Buy Ugly Houses, Two Men and a Truck, and Hell or High Watermelon wheat beer. These names create instant recognition and recall. Personal names often lack memorability and say nothing about your business-like interior designer Tejal Topiwala who wisely branded her business as "Paprika" with the tagline "Spice up your space." Some people can successfully use their names if they lend themselves to wordplay (like financial advisor 401Katie) or are inherently fun to say (like Zamboni, which has inspired songs and poems). Sometimes creating a fictional persona works wonders for memorability. The owner of Coconut Peet's surf shop is actually named Billy, but he invented "Peet" because it sounded better. This fiction even provides an unexpected benefit: when customers claim "Peet said I could get a discount," staff immediately know they're lying-similar to people who claim to have partied with the equally fictional Tommy Bahama.

第4章

The Visual Power of Brand Names

Names associated with strong visual images are nearly impossible to forget. Just as people with names like Daisy, Forrest, or Chopper are easily remembered because they evoke clear mental pictures, brand names with strong imagery cement themselves in our brains. This is demonstrated through a memory exercise where random letters (W SJBL TDM VFD RNY CNH LDOJ) are much harder to recall than the same letters grouped into familiar acronyms (WSJ BLT DMV FDR NYC NHL DOJ). However, imagery can backfire spectacularly-like ToiletTree (a personal care products company) which evokes disgusting bathroom visuals despite selling oral hygiene products. Similarly, Norcal Waste Systems needed rebranding because "waste" created negative imagery for environmentally-conscious customers, despite the company being an industry leader in recycling and composting. They successfully rebranded as Recology, fusing "recycle" and "ecology" to create a name that employees could feel proud of. The power of visual imagery explains why names like Grasshopper, Ironwood, and Oaktree stick with us-they instantly create pictures in our minds that help us remember and relate to the brand. When choosing a name, ask yourself: "What image does this name create in someone's mind?" If the answer is nothing or something negative, reconsider your choice.

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第5章

Names That Go the Distance

Names with "legs" provide endless verbal branding opportunities through a strong theme that extends to taglines, blogs, promotional items, and more. Latitude Margaritaville retirement communities brilliantly extend their theme to street names like Flip Flop Court and Lost Shaker Way. PR professional Lynette Hoy rebranded from her personal name to Firetalker PR, then extended the fire theme throughout her business with packages like "Fire Starter" and "Fan the Flame of Success." The most extendable themes include fire, magic, music, travel, nature, romance, art, and food. In contrast, names made of meaningless letters or created just to secure a domain often struggle with theme extension. Noom, a weight-loss app, awkwardly forces wordplay with terms like "Noomtastic" and "Noomily" that feel contrived rather than clever. Developing a naming theme early helps tremendously when launching product families. Apple masterfully did this with iMac, iPod, iPhone, iPad and iCloud. Other effective approaches include the straightforward "Help I Have a Headache" medication family, Ben & Jerry's personality-driven ice cream names (Cherry Garcia, Chubby Hubby), and Ford's "F" initial letter strategy (Fairmont, Falcon, Focus). A catchy name can even become a revenue stream through merchandise. Hooters makes "an obscene amount of money" selling over 250 branded items. With the right name, customers will actually pay you to advertise your brand, wearing your logo on hats, shirts and other merchandise. This additional revenue stream can be substantial for businesses with names that resonate emotionally with customers.

第6章

The Emotional Impact of a Great Name

Names that make us feel good can directly influence purchasing decisions. According to Forrester Research, 50% of every buying decision is driven by emotion. The author once bought an expensive "Boss Lady Ring" simply because the name made her feel empowered. When comparing similar products, an emotionally resonant name can be the deciding factor-like choosing "The Executioner" mosquito zapper over competitors with weaker names like "BugKwikZap" or "Zurgon," despite its higher price. Wine buyers frequently select bottles based on appealing names like "Fat Bastard" or "7 Deadly Zins." Hotel Vitale saw a 25% increase in wedding business simply by renaming services from generic terms to emotionally engaging ones like changing "Post-Reception Bar Rental" to "Last Call for Alcohol" and "Coed Bridal Shower" to "Shower Together." These clever name changes brought levity to wedding planning while adding perceived value-with no other marketing changes required. B2B companies often fear unconventional names will prevent them being taken seriously, but the author's own firm "Eat My Words" has attracted high-profile clients including Coca-Cola, Disney, and Google. Law firm "Bedrock" transformed its business after rebranding from the founder's difficult-to-pronounce surname. Their revenue increased and they attracted better-fit clients because the name showed confidence without self-importance. As the author concludes, "If a law firm can enjoy success with an unconventional name, any business can. Objection overruled."

聴きながら、すべての言葉を目で追えます

『ネーミングは「ひらめき」より「ロジック」です。』の一語一語が音声に合わせてリアルタイムでハイライトされ、自然に読み進められます。

第7章

The SCRATCH Test: Seven Deadly Naming Sins

Just as important as knowing what makes a great name is understanding what makes a terrible one. The SCRATCH test identifies seven fatal flaws that can doom your brand name from the start: Spelling-challenged, Copycat, Restrictive, Annoying, Tame, Curse of knowledge, and Hard-to-pronounce. Names with non-intuitive spellings aren't clever-they're frustrating. Companies like "Boottique" (boot rack) and "Speesees" (organic baby clothing) force employees to constantly explain their spellings. The organic baby clothing company Speesees exemplifies problematic naming. Employees had to constantly explain the bizarre spelling, saying things like "That's Stacey with an e, S-T-A-C-E-Y at Speesees dot com. S-P-E-E-S-E-E-S." Beyond being embarrassing, the name was creepy for baby products and broke a fundamental naming rule: your business name should not rhyme with "feces." Speesees is now out of business. Multiple spelling options require explanation and create confusion. "Bawte" (pronounced like "bot") forces explanations like "It's Bawte, as in, 'we bought the domain name for 99 cents,' but you spell it B-A-W-T-E." Like many startups with problematic names, Bawte eventually failed. Numbers in names work when written as heard (23andMe, 21st Amendment Brewery), but using numerals as word substitutes looks amateurish and requires explanation. With names like "love2learn," you'll "4ever have 2 spell your name" when saying it aloud. The ultimate test for spelling-challenged names is how voice recognition systems handle them. If Siri garbles your name or autocorrect suggests wrong words, you've glimpsed your customers' future frustration.

第8章

Avoiding the Copycat Trap

Hijacking another company's naming concept damages your business reputation and customer trust. Copycat names appear lazy, unoriginal, and risk trademark infringement. Pinkberry's success spawned numerous imitators with "berry" names (Yoberry, Blissberry, Yogiberry), many facing legal challenges. Stay away from played-out naming styles that instantly date your brand: eAnything (hopelessly dated), iAnything (unless you're Apple), uAnything, words ending in "ly" (especially with .ly domains), fruit names (Apple copycats), and overused words like "monkey," "rocket," "daddy," "zen," "bright," and "belly." Color-noun combinations are particularly saturated-"the only one left is beigekumquat.com." With only 26 letters in the English alphabet, it's nearly impossible to find a completely unique "dictionary word" name. Unrelated brands can share names when audiences won't confuse them-when showering with Dove soap, you don't think of Dove ice cream bars, just as Magnum ice cream doesn't evoke Magnum condoms. However, avoid using names of highly recognizable brands like Rolls Royce, Apple, or Virgin, which would invite legal challenges.

『ネーミングは「ひらめき」より「ロジック」です。』をもっと深く楽しむ

毎日の新しい気づきを10万件以上のレッスンから
言葉をハイライトして音声と同期
ライブラリを保存して、どの端末からでも利用

第9章

Names That Grow With Your Business

Choose a name wide enough to accommodate future growth. Canadian Tire sells everything from toasters to trampolines despite its restrictive name, requiring the apologetic tagline "There is a lot more to Canadian Tire than tires." Amazon, conversely, was named to suggest "enormous" from the beginning, allowing it to expand far beyond books. The lawn care startup "Lawn Love" quickly outgrew its name when adding snow removal and Christmas light installation services-a broader name like "A Cut Above" would have provided more flexibility. A name with an age limit can severely restrict your business growth. See Jane Farm discovered this when younger audiences missed the reference to Dick and Jane primers. They wisely rebranded to "Plenty"-a timeless, globally relevant name that helped them secure over $200M in funding. Similarly, Amazon chose a name that would never limit its scope, unlike restrictive names like "Book Barn." Other cautionary examples include 99 Only Stores (now selling items up to $3.99), 24 Hour Fitness (limited hours at some locations), and Hotel Tonight (taking reservations 100 days out). The key lesson: choose a name that gives your business room to evolve.

第10章

The Annoying, Tame, and Confusing

Names that feel contrived, nonsensical, or grammatically incorrect frustrate customers and damage your brand. Inventing words for your brand is tricky business. Forced mashups like "Femfessionals" make people cringe rather than connect. Lazy word modifications (Learnia, Washio) show a complete lack of creativity. Even natural food brands fall into this trap with names like Activia and Enviga that ironically sound artificial. Intentional ambiguity is a branding disaster. ThirdLove's cofounder actually boasted, "We like that the meaning is ambiguous"-but customers don't share this enthusiasm, often associating the name with menage a trois or third nipples. Equally confusing is Orangetheory, a gym name that sounds more like a pretentious juice bar. Your brand name should clarify, not mystify. Grammatically challenged names like Ruth's Chris Steakhouse, RetailMeNot, and Be Relax appear unprofessional and turn off customers. The worst offender? Toys "R" Us violates nearly every rule of English in just seven letters. Poor grammar sets a bad example and undermines your credibility. Unless you're looking in a rearview mirror, backward names like "neerg" (green spelled backward) are frustratingly annoying. The rare exception is Harpo (Oprah backward), which works because it's already a recognizable name (Harpo Marx) that creates a smile in either direction. In a world where people check their phones 150 times daily, boring names get lost. Unless you have a gazillion-dollar ad budget, you can't afford a tame, uninspiring name. Your name can be descriptive without being bland. Creative descriptive names like Range Rover, Gentle Dental, and True Measure stand out. Springfree Trampolines brilliantly conveys both product feature (free of springs) and emotional benefit (springing free). Contrast these with forgettable names like LendingClub, Instacart, and DocuSign, or the countless indistinguishable "cloud" companies (CloudBus, CloudNOW, CloudTek) that blend together in a competitive fog.

聴きながら、すべての言葉を目で追えます

『ネーミングは「ひらめき」より「ロジック」です。』の一語一語が音声に合わせてリアルタイムでハイライトされ、自然に読み進められます。

第11章

When Only Insiders Understand

When you're deeply immersed in your industry, it's easy to forget what outsiders don't know. This "curse of knowledge" leads to names that alienate potential customers through insider jargon and obscure references. Even Apple stumbled with OS names like "Mavericks" (a surf beach familiar mainly to Californians) and "Yosemite" (often mispronounced). The founders of "HealthSouk" failed to realize most North Americans don't know what a "souk" is-hardly an appealing association for dental services anyway. Remember: what's obvious to you might be completely foreign to your customers. Alphanumeric product names like M202, VS63, and HX802 may make sense internally but are meaningless and annoying to consumers. When Eat My Words renamed these Altec Lansing products as Moondance, Backbeat, and Expressionist, they transformed forgettable codes into memorable brands that connected emotionally with customers. While foreign language disasters are rare (like Colgate's "Cue" toothpaste sharing a name with French porn), they can be costly. For global brands, invest in professional linguistic screening. And don't forget to check Urban Dictionary for troublesome slang meanings-a step that could have saved Beaner's Coffee from a million-dollar rebrand after discovering their name was a racial slur, or prevented Yellow Fever restaurant from associating with both a deadly disease and racial fetishism. Before finalizing any name, search Urban Dictionary to avoid unintended associations. While you shouldn't panic over a few thumbs-up votes for an obscure definition, be wary of names with multiple unfortunate meanings and substantial engagement. This simple step could have prevented embarrassments like SARS software (named before but not changed after the disease outbreak) and saved many otherwise good names from entering the "sexicon." Just as you might avoid ordering "millefeuille" to prevent embarrassment, customers avoid brands they can't pronounce. UCLA research shows stocks with difficult names are purchased less frequently, and politicians with hard-to-pronounce names lag in polls. Names in all caps cause confusion (like ING mistaken for "ing" rhyming with "bling"), and CamelCasing creates visual stumbling blocks. Multiple pronunciation possibilities (like Ouray's "you-RAY," "yer-AY," or "your-AY") create brand confusion, while diacritical marks like in "BRoo" frustrate users. Your brand name should be as welcoming as a front door sign, not a linguistic obstacle course.

第12章

Domain Name Strategies That Won't Break the Bank

Domain names don't need to cause hair-pulling frustration. Some of the most memorable domains come from creative workarounds, like Peanut Butter & Co.'s unforgettable ILovePeanutButter.com. Many successful companies launched with alternative domains before acquiring their exact match-Tesla operated with TeslaMotors.com for 12 years, while Facebook began as thefacebook.com. Don't start your naming process at a domain registrar-first create your brand name, then find a suitable domain. Remember that short isn't necessarily better; a memorable longer domain beats a meaningless short one every time. With over 342 million registered domains, no one expects new businesses to have short URLs-there simply aren't any real words left. Instead of spending thousands on meaningless "wurdz" like Bxus, Vyrr, or Quabe from domain aftermarkets, try these five strategies to secure an available domain that's easy to spell, pronounce, and understand for just $9.95: 1. Add a modifier: Adding a simple modifier to your name is now common and perfectly acceptable. Goodbit, a cryptocurrency education company, secured Goodbit101.com for about $10 in Bitcoin. International brands like Luxor (WorldOfLuxor.com), Swig (SwigLife.com), and Bliss (BlissWorld.com) all use this strategy successfully. 2. Use domain suggestion tools: Tools like NameStudio by Verisign can generate extensive ranges of real-word modifiers and related words when your ideal domain isn't available. 3. Try a memorable phrase: Creating an unforgettable phrase related to your business makes a lasting impression and helps customers find you when they can't recall your business name. Examples include GobbleGobble.com (Greenberg Smoked Turkey), VeggiesMadeEasy.com (Mann Packing), and JoeKnowsCoffee.com (Paramount Coffee Company). 4. Make your domain name a call to action: Just like powerful ad campaign taglines, domain names can inspire action. Restaurant Honor Society uses EatWithHonor.com, while technology futurist Patrick Schwerdtfeger directs meeting planners to BookPatrick.com. 5. Consider .net extensions: While dot-com is most desirable for business, .net is a trusted alternative used by established sites like Speedtest.net, SlidesShare.net, and Whois.net.

『ネーミングは「ひらめき」より「ロジック」です。』をもっと深く楽しむ

毎日の新しい気づきを10万件以上のレッスンから
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第13章

The Creative Naming Process

Before jumping into brainstorming names, it's essential to complete a creative brief that defines exactly what your brand is and what you want the name to convey. This brief serves as an ingredients list for cooking up the perfect name, helping you stay focused and preventing you from choosing the wrong name. A comprehensive creative brief includes the goal of your naming project, brand positioning, consumer insights, target audience information, competitors' names, desired brand experiences, and personality traits. One particularly helpful element is listing brand names from your industry that you like and dislike, with reasons why. While your brief may contain hundreds of words, remember that your final name will be only one to three words and can't say everything. The creative brief prompts you to identify 5-10 adjectives that best describe your brand's personality. For a frozen yogurt shop example, these might include fun, lighthearted, playful, modern, hip, likeable, cool, and nice. This exercise is most effective when you think of your brand as a person. The brief includes sections for words to potentially include in your name (like Zen, Green, Yo, Eco, Fro, Hangout) and words to explicitly avoid (Health/Healthy as it "doesn't appeal to teens," Natural as "boring," and Bytes as "silly"). This helps focus your brainstorming in productive directions.

第14章

Brainstorming That Actually Works

Brainstorming names should be fun and productive when using proven tools and techniques. The traditional approach of conference room meetings or gathering friends over wine doesn't work well. Instead, brainstorming is most effective when done individually at your computer, using the internet as your primary tool. This allows you to explore unexpected connections and go down creative "rabbit holes" that can lead to brilliant name ideas. Innovation rarely happens in sterile conference rooms with fluorescent lighting and whiteboards. Group brainstorming typically results in a chaotic process where extroverts dominate while introverts hesitate to contribute. The resulting names are often mediocre compromises that meet the least resistance rather than truly exceptional brand names. The ideal number of participants for brainstorming names is one-you-and the optimal place is in front of your computer. The internet is the single most powerful brainstorming tool, allowing you to explore unexpected connections and follow creative tangents. As the author's mother says, "The creative process is an idea orgy, where you can jump into bed with any enticing idea that comes along." Before starting, keep the SMILE & SCRATCH test handy to quickly evaluate your ideas. Three tips to maximize creativity: 1) Open your mind and let it become a playground-be fearless with no one to shoot down your ideas; 2) Write down every idea, even those that don't feel right, categorizing them as "Spot On," "Maybe," and "Sparks"; and 3) Have your creative brief handy as your ingredients list.

聴きながら、すべての言葉を目で追えます

『ネーミングは「ひらめき」より「ロジック」です。』の一語一語が音声に合わせてリアルタイムでハイライトされ、自然に読み進められます。

第15章

Creative Naming Beyond Products

From McDonald's to Microsoft, creative naming in corporate environments delights employees, breaks monotony, improves morale, and positively impacts culture. Companies like Etsy use musician-food mash-ups for conference rooms (Fleetwood Mac 'n' Cheese), while Yahoo calls its cybersecurity team "The Paranoids." Even conservative corporations can benefit from injecting levity through thoughtful naming practices. Imaginative meeting room names transform mundane spaces into sources of inspiration. LinkedIn's San Francisco headquarters names rooms after local events (Pillow Fight, Bay to Breakers), while Groupon embraces irreverence with names like "Elvis Is Alive in Here" and "Unlimited Salad and Breadsticks." Mozilla draws from movies and comics (Batcave, Death Star), while other companies use themes like candy, childhood toys, iconic dances, or tongue twisters to spark conversation and delight visitors. Thoughtful ticker symbols extend brand mileage and create smiles. Veterinary Centers of America used WOOF, Heineken has HEINY, and DMC Global (specializing in explosive metalworking) chose BOOM. Other clever examples include GRR (Asia Tigers Fund), RACE (Ferrari), FAN (Global Wind Energy), and FUN (Cedar Fair). Corporate cafeterias benefit from playful naming: Ogilvy & Mather's was Hell's Kitchen, Etsy has Eatsy, and Dropbox offers the Tuck Shop (though they missed opportunities like Lunchbox or Breadbox). Workday embraces tech themes with Cloud Cafe, Byte Cafe, and Data Diner. Bland cafeterias could be transformed with names like The Dish, Chop-Chop, or Dine & Dash (if the food is free). Internal creative departments deserve distinctive branding that reflects their innovative spirit. Rather than generic "Creative Services," teams gain pride through names like McDonald's Agency 123 (named for Pantone 123, the golden arches color). Other inspiring examples include 96 Octane (Progressive Insurance), Agency Inside (Intel), The Cooler (Experian), Green Dot Agency (Deloitte), and Yellow Tag Productions (Best Buy). Disney's brilliantly named Yellow Shoes creative agency pays homage to Mickey Mouse's iconic footwear. Creative job titles can transform workplace culture and employee wellbeing. While some might shy away from titles like "Software Ninjaneer" or "Lord of the Fries," research shows self-reflective titles reduce emotional exhaustion. A Make-A-Wish Foundation study found 85% of employees reported better stress management after adopting titles like Fairy Godmother of Wishes, Magic Messenger, and King of Cashola. These titles fostered equality, reduced hierarchy intimidation, lightened serious work, improved workplace relationships, and instilled pride-proving that meaningful titles can genuinely transform workplace experience.

第16章

Making the Final Decision

Building consensus around name choices requires structure rather than haphazard approaches. Counter-intuitively, the process works best when stakeholders first review names independently rather than in group settings, allowing everyone fair consideration without intimidation. This preparation leads to more constructive group discussions where people champion favorites instead of criticizing options. The key to building consensus is avoiding initial group discussions. Instead, distribute name lists to stakeholders for independent review, allowing them to enjoy options without intimidation. This approach ensures everyone has fair input before meeting as a group after several days of consideration. When they do convene, reviewers come prepared to champion favorites rather than criticize others' choices-a remarkably civil process. Success in name approval requires strategy: provide dozens of options to increase agreement odds; include brief rationales explaining why each name fits the brand; demonstrate contextual usage in sentences; distribute hard copies rather than digital lists; encourage multiple reviews over several days; include the SMILE & SCRATCH test as evaluation criteria; and attach the approved creative brief to maintain focus on agreed goals. After everyone has reviewed names for a few days, collect and sort them to identify consensus. Meet as a group where individuals can champion names they believe are right for the brand-this helps others see merits they might have missed. As heads nod in agreement, winners will emerge naturally. Rank names by preference before beginning trademark screening, but critically, avoid polling outsiders for opinions. Focus groups inevitably water down choices to the safest rather than strongest options. Many successful brand names would have been rejected if focus-tested: Fossil ("sounds like a dirty old relic"), Lush ("a passed-out alcoholic"), Coach ("worst place on an airplane"), Skinny Cow ("implies I'm fat"), The Body Shop ("greasy auto repair place"), True Religion ("blasphemous!"), and others that initially seem problematic but became iconic brands. With the knowledge and tools from this book, you now possess the ability to create brand names that make people smile rather than scratch their heads. Remember to protect your final name by registering the trademark immediately-don't delay this crucial step. A brilliant name paired with a talented graphic designer's visual identity will set your brand on the path to success, creating a powerful first impression that will be seen, said, and heard countless times throughout its life.

★★★★★

『ネーミングは「ひらめき」より「ロジック」です。』を最後まで読み終えました

100万人以上の学習者に愛用されています

“23日間、毎日使い続けています。今では日課の一部です。”

jayallen

『ネーミングは「ひらめき」より「ロジック」です。』の主要テーマ

brand naming strategy
mnemonic branding
verbal identity
creative wordplay
consumer recall

『ネーミングは「ひらめき」より「ロジック」です。』の名言

Your brand name is your most valuable asset.
The most powerful brand names make you smile.
Names that make us feel good can influence purchasing decisions.
Imagery can backfire spectacularly.
50% of every buying decision is driven by emotion.

『ネーミングは「ひらめき」より「ロジック」です。』の登場人物

Alexandra WatkinsAuthor and founder of naming agency Eat My Words
Tejal TopiwalaInterior designer who rebranded as Paprika
BillyOwner of Coconut Peet's who created a persona
401KatieFinancial advisor using wordplay for her brand

著者について

アレクサンドラ・ワトキンス（Alexandra Watkins）は、ベストセラー『Hello, My Name Is Awesome』の著者であり、ブランド・ネーミングとクリエイティブ・マーケティングにおける第一人者です。

サンフランシスコを拠点とするエージェンシー「Eat My Words」の創設者として、彼女はディズニー、アマゾン、コカ・コーラ、Twitterといった主要ブランドのアイコニックな名称を手がけてきました。これには、ウェンディーズの「ベーコネーター（Baconator）」やバーガーキングの「マックン・チートス（Mac n’ Cheetos）」なども含まれます。

ユーモアと戦略的洞察を融合させた彼女の著書は、企業が記憶に残り、市場性の高いブランド・アイデンティティを構築するための「SMILE」や「SCRATCH」テストといった実践的なツールを提供しています。『Inc.』、『The Wall Street Journal』、『Entrepreneur』誌への寄稿も多く、ワトキンスは従来の言語学的手法とは一線を画す、広告に根ざしたアプローチを通じて現代のブランディングを形作ってきました。

変革をもたらす仕事で高く評価されている彼女は、垂直農業のイノベーターである「Plenty」を命名し、同社は後に『Time』誌の「世界で最も影響力のある100社」に選出されました。『Hello, My Name Is Awesome』は現在も『Inc.』誌のマーケティング本トップ10にランクインしており、スタートアップからフォーチュン500企業まで、あらゆるチームから頼りにされるエキスパートとしての地位を確立しています。

ネーミングは「ひらめき」より「ロジック」です。の要約をダウンロード

ネーミングは「ひらめき」より「ロジック」です。の要約をPDFまたはEPUBで無料でダウンロード。印刷やオフラインでいつでもお読みいただけます。

他のユーザーのお気に入り

Obviously Awesome

April Dunford

Breakthrough Branding

Catherine Kaputa

Branding

Michael Johnson

How To Be F*cking Awesome

Dan Meredith

POP!

Sam Horn

Make Your Mark

Jocelyn K. Glei

What great brands do

Denise Lee Yohn

Building strong brands

David A. Aaker

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コロンビア大学卒業生が開発サンフランシスコ発

BeFreedは好奇心旺盛な仲間が集うグローバルコミュニティ

4.7

平均評価

7,840件以上のアプリ評価

BeFreed Community

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

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"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

BeFreedがウェブ上でどのように話題になっているかをもっと見る

コロンビア大学卒業生が開発サンフランシスコ発

BeFreedは好奇心旺盛な仲間が集うグローバルコミュニティ

4.7

平均評価

7,840件以上のアプリ評価

BeFreed Community

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

BeFreedがウェブ上でどのように話題になっているかをもっと見る

今すぐ学習の旅を始めよう

ネーミングは「ひらめき」より「ロジック」です。

概要『ネーミングは「ひらめき」より「ロジック」です。』の概要

1冊の本。さまざまな聴き方。

The Art of Unforgettable Brand Names

The SMILE Test: Five Qualities of Magnetic Brand Names

聴きながら、すべての言葉を目で追えます

Making Names Stick in the Mind

The Visual Power of Brand Names

『ネーミングは「ひらめき」より「ロジック」です。』をもっと深く楽しむ

Names That Go the Distance

The Emotional Impact of a Great Name

聴きながら、すべての言葉を目で追えます

The SCRATCH Test: Seven Deadly Naming Sins

Avoiding the Copycat Trap

『ネーミングは「ひらめき」より「ロジック」です。』をもっと深く楽しむ

Names That Grow With Your Business

The Annoying, Tame, and Confusing

聴きながら、すべての言葉を目で追えます

When Only Insiders Understand

Domain Name Strategies That Won't Break the Bank

『ネーミングは「ひらめき」より「ロジック」です。』をもっと深く楽しむ

The Creative Naming Process

Brainstorming That Actually Works

聴きながら、すべての言葉を目で追えます

Creative Naming Beyond Products

Making the Final Decision

『ネーミングは「ひらめき」より「ロジック」です。』を最後まで読み終えました

『ネーミングは「ひらめき」より「ロジック」です。』の主要テーマ

『ネーミングは「ひらめき」より「ロジック」です。』の名言

『ネーミングは「ひらめき」より「ロジック」です。』の登場人物

著者について

ネーミングは「ひらめき」より「ロジック」です。の要約をダウンロード

他のユーザーのお気に入り

この本に関するよくある質問

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

Who should read Hello My Name Is Awesome?

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

What are the SCRATCH sins in brand naming?

もっと見る

BeFreedは好奇心旺盛な仲間が集うグローバルコミュニティ

BeFreedは好奇心旺盛な仲間が集うグローバルコミュニティ

1冊の本。さまざまな聴き方。

The Art of Unforgettable Brand Names

The SMILE Test: Five Qualities of Magnetic Brand Names

聴きながら、すべての言葉を目で追えます

Making Names Stick in the Mind

The Visual Power of Brand Names

『ネーミングは「ひらめき」より「ロジック」です。』をもっと深く楽しむ

Names That Go the Distance

The Emotional Impact of a Great Name

聴きながら、すべての言葉を目で追えます

The SCRATCH Test: Seven Deadly Naming Sins

Avoiding the Copycat Trap

『ネーミングは「ひらめき」より「ロジック」です。』をもっと深く楽しむ

Names That Grow With Your Business

The Annoying, Tame, and Confusing

聴きながら、すべての言葉を目で追えます

When Only Insiders Understand

Domain Name Strategies That Won't Break the Bank

『ネーミングは「ひらめき」より「ロジック」です。』をもっと深く楽しむ

The Creative Naming Process

Brainstorming That Actually Works

聴きながら、すべての言葉を目で追えます

Creative Naming Beyond Products

Making the Final Decision

『ネーミングは「ひらめき」より「ロジック」です。』を最後まで読み終えました

他のユーザーのお気に入り

もっと見る

『ネーミングは「ひらめき」より「ロジック」です。』の概要