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Don't Call It That: A Naming Workbook, by Eli Altman
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There's a book for naming companies and products. This is it.�Don't Call It That is a step-by-step workbook that will guide you through the naming process. A Hundred Monkeys Creative Director, Eli Altman, will help you develop attention grabbing names that speak to your audience and establish the seed of your brand.�
The book is like that friend who isn't afraid to tell you what you need to hear. It'll help you understand what's at stake and how to approach naming creatively without neglecting practical realities like positioning, trademarks and URLs.
- How do you find a name that's available?
- How do you find a name that grabs people's attention?
- How do you tell the difference between a good name and a bad name?
- How do you test names in the real world?
- How do you find a name that elevates you above the competition
- Sales Rank: #466252 in eBooks
- Published on: 2014-01-24
- Released on: 2014-01-24
- Format: Kindle eBook
Review
"Whether you are naming the next emerging technology or the world's best cupcake company, you need a name to rise above the clutter and propel your success... If you're just starting out and have a big dream, Don't Call It That will give you the name that will take you there. Pithy and a fast read, insights are huge and the process works." �-Alina Wheeler, author, Designing Brand Identity
Don't Call It That has been featured in The New York Times, Slate and The Globe & Mail.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Judge a Book By Its Cover
By Daniel Carter
When I was a kid in the 1970s, my mom helped start an iron-on t-shirt shop (yes, it was in California, in the 1970s, go figure). We spent many nights around the dinner table trying to come up with catchy names for the new store, which was to be lodged in a caboose of an old train that had been converted into groovy little shops. We spent weeks coming up with names, my dad kept lists and we posted them on the fridge. Finally, it was time to have the signage made, and we had to make our decision. In spite of our brilliant, "creative," innovative efforts, it became known as Kathy's T-Shirts. Her business did well (again, it was the 1970s, and everyone desperately needed an iron-on custom-made t-shirt the way people today need the awesomest and newest pair of Nikes or whatever). But it always bothered me that our names didn't make it. When I'd stop by after school, I'd think, "why did she call it that?" To this day, though, I have no memory of the names we came up with during our frantic creative round tables.
I was reminded of this time when I saw Eli Altman's new, amazing book, Don't Call It That. Because you know what? He's so right. From the very beginning, he nails the concept of what drives people to certain brands: we all judge books (and brands and people and cars and dogs) by their covers. And the names of these items are crucial to the experience. I don't know how many times I've read about a new company or a rebranded company and wondered to myself, "what the hell does that mean?" Like when the evil Philip Morris company renamed themselves Altria in an attempt and cover up who was really trying to shove tar-filled cancer sticks down the world's throats. It's obvious to me that the branding agency they hired did not read this book, nor did they consult anyone half as smart and insightful as Eli Altman.
And remember that guy you met at the party, and his name was George, but you could never remember his name afterward because he just DID NOT look like a George, but more like a Todd or something? His parents did not read this book. But they should have.
In the end, this book is awesome on many levels. First, it will keep you and millions of other potential business-owners/business-namers from embarrassing and ridiculous names for your new, awesome, innovative, groundbreaking, disruptive app development company (or whatever) and help you learn how best to name, brand, and characterize your company. It's important stuff, and this is the only book I've ever seen that explains this in a clear, funny, concise, and helpful way. This guy knows how to write, and how to distill the process down to simple, understandable steps. And it's fun, too.
Secondly, the design is absolutely awesome. It's fresh, funny, and really thoughtful, and reflects the content perfectly. Bonus: you get stickers and a bookmark! Double bonus: The en papers are even designed well. How often do you see well-designed endpapers on a book these days? I mean, come on!
And finally, it's a useful, practical book that is a quick read, but also a solid reference book for people looking to name a company and build a brand. It's just perfect. We need more books like this.
2 of 2 people found the following review helpful.
A Concise Guide to Naming and Branding
By Liam Humble
Whether you are starting a new company or developing a new product, this book provides guidance and inspiration for choosing an evocative name and standing out from the crowd. It offers an eloquent, educational and humorous road map for any entrepreneur, startup or company to name themselves, their brand or a product that’s coming down the pipeline.
The book’s direct and conversational approach can help anyone find the right name. It is, in fact, a workbook that takes the reader through Eli Altman’s process for naming. The reader is invited to break out a pen, jot down potential names and ideas, and perform some other naming exercises to help them realize what makes a good name and tells a good story.
The book is full of great resources, including the “25 different types of names” section, which breaks down an important part of the naming process and makes it understandable for anyone. The book also offers online resources that are very helpful very with the naming.
A strong 5 stars.
2 of 2 people found the following review helpful.
Really helpful
By Julia Sievert
'Don't call it that' helped me to really understand the identity of my own business, who my audience was and what I wanted to achieve with my own business name. With not a lot of knowledge about how to name things, 'Don't call it that' gave me great insight into what's important in the process of naming and what's not important at all. Naming sounds so simple but it's not. There are so many things you have to pay attention too.
I like the voice and character of the book a lot, I like how it actually tries to communicate with you on a level that everyone understands- even someone who is not creative at all. The book taught me how important it is to be different and not to be afraid of it. It is really helpful and is definitely 5 stars.
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