INDEX
Acronyms, 37
Alphanumeric brain-bender names, 33. See also
Numbers embedded in name Amazon.com, 6–7
Andreotta, Nancy, 30
Annoying names, 28–30
Audience, names that resonate with, 8–9
Backward, names spelled, 38
Bennett, Cathy, 37
Bezos, Jeff, 6
Book titles, 66
Brainstorming names, 56
process of, 58–59
the right way to brainstorm, 57–58
using the Internet for, 59–67
the wrong way to brainstorm, 56–57
Brand name(s), 67–68. See also specific topics
naming company after yourself, 9–10
qualities of a super-sticky, 6–19
rules for reviewing, 69–72
self-assessment tool for evaluating, 77
Capital letters, names spelled with, 36
Changing your brand name cons of, 75
examples of successful name changes, 75–76
pros of, 75
Clichés, good, 64
Coined names, ...
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