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003    MWT 
005    20191125083233.0 
006    m     o  h         
007    sz zunnnnnuned 
007    cr nnannnuuuua 
008    191004s2019    xxunnn es      i  n eng d 
020    9781523084906 (sound recording : hoopla Audio Book) 
020    1523084901 (sound recording : hoopla Audio Book) 
029    https://d2snwnmzyr8jue.cloudfront.net/
       bkb_9781523084906_180.jpeg 
028 42 MWT12454802 
037    12454802|bMidwest Tape, LLC|nhttp://www.midwesttapes.com 
040    Midwest|erda 
082 04 658.827|223 
099    eAudiobook hoopla 
099    eAudiobook hoopla 
100 1  Watkins, Alexandra,|eauthor. 
245 10 Hello, my name is awesome :|bhow to create brand names 
       that stick|h[Hoopla electronic resource] /|cAlexandra 
       Watkins. 
250    Unabridged. 
264  1 [United States] :|bBerrett-Koehler Publishers,|c2019. 
264  2 |bMade available through hoopla 
300    1 online resource (1 audio file (3hr., 49 min.)) :
       |bdigital. 
336    spoken word|bspw|2rdacontent 
337    computer|bc|2rdamedia 
338    online resource|bcr|2rdacarrier 
344    digital|hdigital recording|2rda 
347    data file|2rda 
506    Digital content provided by hoopla. 
511 0  Read by Claire Buchignani. 
520    The ultimate guide to naming your product or business has 
       been updated throughout with twice as many resources as 
       before, new stories (of both hits and flops), and an 
       entirely new chapter on the power of names in the 
       workplace. Too many new companies and products have names 
       that look like the results of a drunken Scrabble 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 something about your
       brand; is Memorable-makes an association with the 
       familiar; uses Imagery-aids memory through evocative 
       visuals; 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-seems forced and frustrates 
       customers; is Tame-feels flat, merely descriptive, and 
       uninspired; suffers from the Curse of Knowledge-speaks 
       only to insiders; and is Hard to pronounce-confuses and 
       distances customers. This 50 percent-new second edition 
       has double the number of brainstorming tools and 
       techniques, even more secrets and strategies to nab an 
       available domain name, a brand-new chapter on how 
       companies are using creative names around the office to 
       add personality to everything from cafeterias to 
       conference rooms, and much more. 
538    Mode of access: World Wide Web. 
650  0 Branding (Marketing) 
650  0 Brand name products. 
700 1  Buchignani, Claire,|enarrator. 
710 2  hoopla digital. 
856 40 |uhttps://www.hoopladigital.com/title/
       12454802?utm_source=MARC|zInstantly available on hoopla. 
856 42 |zCover image|uhttps://d2snwnmzyr8jue.cloudfront.net/
       bkb_9781523084906_180.jpeg