Creating a great business name is one of the last investments you will ever make. NAMES THAT SELL is a do-it-yourself manual that will: give you all of the tools you need to create distinctive, appropriate busines names; shows 25 naming techniques.

In the early 1950's, in Los Angeles, at 6 AM, John West, vice-president of the National Broadcasting Company in charge of west coast, gets a phone call from New York City on the NBC tie line. The caller is General David Sarnoff, chairman of the Board of RCA, the Radio Corporation of America, NBC's parent company. Awakened from sleep, Mr. West groggily says "Hello" "John, this is General Sarnoff." Mr. West swiftly clears the cobwebs. "Good morning, General, it's always good to hear from you." "John, you're acquainted with my nephew Richard Baer, aren't you?" "Yes, General, I am. He's a fine young man. I think very highly of him." "Last night I spoke with his mother, my sister. She's upset. The reason she's upset is that Richard has been out of work for four months and he has no prospects, so it looks like his life is going nowhere." "General, I'm surprised and sorry to hear that." "John, I want you to find Richard a job. And I want you to find him a job by nine o'clock this morning, your time. I'll be waiting for your call saying you took care of it. Goodbye."

A rose by any other name would smell as sweet-but would a company by any other name sell as well? That’s the million-dollar question behind every brand! More often than you may think, behind each brand is a person whose name may be better remembered for the product than for the person. Packed with fun facts and detailed sidebars, this informational text explores the inspirational stories of the people behind brand names such as Hilton, Hasbro, Hershey, and more. Packed with fun facts, fascinating sidebars, and featuring TIME? content and images, this nonfiction book has text features such as a glossary, an index, and a table of contents to engage students in reading as they build their comprehension, vocabulary, and reading skills. The Reader’s Guide and extended Try It! activity increase understanding of the material, and develop higher-order thinking. Check It Out! offers print and online resources for additional reading. Keep students reading from cover to cover with this captivating text!

A guide to choosing the right domain name for your organization, business, product or brand

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.

Today, there is nothing easy about creating a brand name that sells. It takes more than creativity and marketing acumen. It takes clear thinking and unflinching resolve to invent something new and useful. This small book was written to pass on to readers some of the insights we have gained by working on some of the most challenging assignments with some of the most talented clients across the globe. Over the years, we have sought to apply a coherent set of ideas in extraordinarily different ways. One of the great beauties of brand development is that each time it is like starting over again.