Don't Call It That

Don't Call It That

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Second Edition

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THE WORKBOOK FOR BRAND NAMING.


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Don't Call It That is not a book about naming. It is a step-by-step workbook that walks you through the ins and outs of the naming process. This book is your best defense against boring company names and the people who find them "practical" and "functional." The book will help you understand what's at stake and how to approach naming creatively without neglecting practical realities like positioning, trademarks and URLs. 


The second edition of Don't Call It That is 40% bigger than the first.

It has six new chapters, interviews with people who used the book to name their businesses, new name species, sixteen exercises, and an expanded trademark section. 


Find names that are actually available

Know the difference between good and bad names

Understand how good names help you

Test names in a way that makes basic human sense

Make the competition sound as boring as a pair of Mervyn’s slacks

 
Don't Call It That will set you straight. 

// COLOPHON
Softbound, two-color offset with fluorescent ink 
Printed in an edition of 1000 
167 pages
Ships with Types of Names poster (594 x 762mm / offset in fluorescent and black ink) 
Editor: Marc Weidenbaum
Lettering: Miguel Reyes, Commercial Type
Illustration/Art direction/Design: Boon
ISBN: 978-0-9898320-1-4