Please note: This is a companion version & not the original book. Sample Book Insights:#1 The SMILE SCRATCH name evaluation test is based on the philosophy that a name should make you smile instead of scratch your head. SMILE is an acronym for the five qualities of a great name, which I cover here.#2 A name should suggest something about your brand. It should not describe your company in a descriptive way, like Fast Signs, but in a creative or metaphorical way, such as Amazon.#3 Some coined names are those that suggest a positive brand experience. Jamba Juice, Twizzlers, and Zappos all live up to their fun, high-energy names.#4 When writing your creative brief, you should jot down a few adjectives that describe the personality of your brand. You can use those words to spark name ideas. Ad agencies are notorious for suggesting creative prowess through their wonderfully strange names.