In the attention economy, your brand has two seconds to get noticed. The wrong name can cost you. The right name will do the heavy lifting for you day after day after day.
– Louise Karch
Word Glue had me captivated from the opening page
‘Hi. Your brand name has two seconds to stick.
The right brand name can be worth a fortune, and Word Glue gives you the stories, strategies and steps to generate brand names in 10 minutes or less.
Written in a short, concise format, this book provides a practical and easy-to-follow workbook that guides you through the process, with plenty of space to record your outputs.
The author, Louise Karch, is an award-winning marketer who has successfully named businesses, books, charities, colleges, radio shows, podcasts, products and even a church. Louise breaks Word Glue into 3 Parts:
* Pow! Naming Principles
* Pop! Naming Practices
* Pro Naming for Prosperity
In Part 1 (Pow!) Knowing & understanding the 7 principles of naming will ensure your brand breaks out, not blends in. I particularly like the concept of Principles 4, 6, and 7 – Sound Good, Name Bravely and Choose Wisely.
Part 2 (Pop!) explores the name-storming practices of breakout brands, including Rolex, JetBlue, iMac, Google, Starbucks, and Mcdonald’s, with excellent and relatable examples of the different tools used in each case.
By the time you arrive at Part 3 (Pro), if you have followed the process through Parts 1 and 2, you will have done all the leg work required and hopefully arrived at your final name choice. Louise insists that at this point, when seeking feedback, we should not ask, “Do you like this name?’, instead ‘Does this name grab your attention?”. After all, this matters most, it’s not a popularity contest but about capturing your customers’ attention!
I highly recommend Word Glue, even if you’re not a wordsmith.
This book is very accessible, full of great examples, and the process is quick.
Thanks, Louise – I’m a big fan!
Available directly from Louise’s website below