Every year, 6 million companies and more than 100,000 products are launched. They all need an awesome name, but many (such as Xobni, Svbtle, and Doostang) look like the results of a drunken Scrabble game. In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyoneeven noncreative typescan create memorable and buzz-worthy brand names. No degree in linguistics required. The heart of the book is Watkinss proven SMILE and SCRATCH Testtwo acronyms for what makes or breaks a name. She also provides up-to-date advice, like how to make sure that Siri spells your name correctly and how to nab an available domain name. And youll see dozens of examplesthe good, the bad, and the so bad she gave them an award. Alexandra Watkins is not afraid to name names.