PREFACE

Whether people see it on your storefront, read it on your badge at a trade show, or see it on their caller ID, your brand name makes a critical first impression. Even more than your shoes.

I wrote this book to show how anyone, even the most non-creative person, can come up with awesome brand names and have fun doing it.

Creating names is not a science. Yet naming firms spout ridiculous jargon about “verbal identity engineering,” “rigorous methodologies,” “computational linguistics,” and “scientific scrutiny applied to the unstructured and undisciplined process of brand name creation.” Others try to invent names using math. They take a completely fine word, crunch it with another word, and get a name that doesn’t compute. Or, they subtract ...

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