«Hello, My Name Is Awesome» by Alexandra Watkins

Alexandra Watkins is the founder of Eat My Words, a San Francisco naming firm that specializes in creating names that make people smile instead of scratching their heads. Her clients include Disney, Microsoft, Wrigley, Frito-Lay, and Fujitsu.

Every year, 6 million companies and more than 100,000 products are launched. All of them need a memorable name. In her book, «Hello, my Name is Awesome» Alexandra explains why a serious approach to the company's name is so important.

Here are Alexandra's seven deadly sins, which go by the acronym SCRATCH.

1. Spelling-challenged  looks like a typo. Some examples include: Svbtle (publishing network), Twyxt (couples app), and Houzz (interior design).

2. Copycat  is similar to competitor's name. For example, the brand names Chatter, Jabber, and Yammer were all seemingly "inspired" by the online success of Twitter.

3. Restrictive  limits future growth. For example, Diapers.com sells much more than diapers.

4. Annoying  is forced or frustrates customers. This includes intentionally mysterious names (what products do you think Vungle, Magoosh, and Kiip make?).

5. Tame  is flat, descriptive, uninspired. Examples include Cloud Now (cloud services), and DocuSign (electronic signatures).

6. Curse of knowledge  makes sense only to insiders. For example, Eukanuba pet food, Mzinga social software, SPQR restaurant.

7. Hard to pronounce  is not obvious or is unapproachable. For example, Xobni--"inbox" spelled backward, or Serena Williams's clothing line Aneres).

In book you’ll see dozens of examples — the good, the bad, and the “so bad she gave them an award.” Alexandra Watkins is not afraid to name names.

Source: http://awesomebook.wpengine.com