Too many new companies and products have names that look like the results of a drunken Scrabble(R) game (Xobni, Svbtle, Doostang). In this entertaining and engaging book, ace naming consultant Alexandra Watkins explains how anyone--even noncreative types--can create memorable and effective brand names.

This new edition has been updated with 50 percent new material, including:
1. A new chapter called, "Corporate Creativity," which gives examples of how companies from LinkedIn to McDonald's are using creative names around the office to add personality to everything from cafeterias to conference rooms.
2. Three times the number of resources personally vetted by the author to ensure that they provide crucial, accurate, and useful information for naming purposes
3. New and compelling stories and examples of both winners and losers in the naming game and what happened
Remaining intact and completely unchanged will be Watkins's sense of humor and wit.