The ultimate guide to naming your product or business has been updated throughout with three times as many resources as before, updated and 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.

This new edition has been updated with 50 percent new material, including- 1. A new chapter called, Corporate Creativity, which gives examples of how companies from LinkedIn to McDonald’s are using creative names around the office to add personality to everything from cafeterias to conference rooms.
2. Three times the number of resources personally vetted by the author to ensure that they provide crucial, accurate, and useful information for naming purposes 3. New and compelling stories and examples of both winners and losers in the naming game and what happened Remaining intact and completely unchanged will be Watkins’s sense of humor and wit.