The ultimate guide to naming your product or business has been updated throughout with twice as many resources as before, new stories (of both hits and flops), and an entirely new chapter on the power of names in the workplace.

Every year, 6 million companies and more than 100,000 products are launched, but too many have names that look like the results of a drunken Scrabble game-Xobni, Svbtle, and Doostang, anyone? Ace naming consultant Alexandra Watkins explains how anyone-even noncreative types-can create memorable and buzz-worthy brand names. This 50% new second edition has double the number of brainstorming tools and techniques, even more secrets and strategies to nab an available domain name, a brand-new chapter on how companies are using creative names around the office to add personality to everything from cafeterias to conference rooms, and much more! But the heart of the book remains Watkins's proven SMILE and SCRATCH Test-two acronyms for what makes or breaks a name. And 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.