Free PDF The Name of the Beast: The Process and Perils of Naming Products, Companies and Brands, by Neil Taylor
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The Name of the Beast: The Process and Perils of Naming Products, Companies and Brands, by Neil Taylor
Free PDF The Name of the Beast: The Process and Perils of Naming Products, Companies and Brands, by Neil Taylor
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Creating the name for a�company, product, or brand is�simplified with the knowledge�presented in this�practical and�inspiring guide.�Beginning with advice on how to select a name that differentiates the company and product line from all others in the marketplace, this�handbook covers the often overlooked�legal�and linguistic implications of a name, as well as how to market the brand and convince� people both�internally and in the outside world�that�the�chosen�name is the best choice.�Current naming�trends and the lessons learned from failed experiments are�provided as experiences�from which to draw inspiration.
- Sales Rank: #2765421 in Books
- Brand: Brand: Cyan Communications
- Published on: 2006-11-01
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .56" w x 6.00" l, .70 pounds
- Binding: Paperback
- 224 pages
- Used Book in Good Condition
About the Author
Neil Taylor is�the creative director at The Writer, a brand and communication consulting company.
Most helpful customer reviews
4 of 4 people found the following review helpful.
Excellent, Practical insight into naming
By Kathryn K
I just finished reading Taylor's book.
Pros:
1. Concise, non-consultantese writing style. He gets to the point--no fluff like most business authors (most of whom seem to feel more words is better). He is also rather witty--I enjoy a writer who can add a little humor.
2. Clear steps on the porcess of naming such that you can--gasp!--try it yourself
3. Excellent information on the types of naming categories--with detailed exmaples.
4. Great info on potential pitfalls--including the very real issue of managing people throughout the naming porcess, as well as other challenges
One minor con:
1. Some visual displays would have been a nice touch. He writes well about the importance of tag lines (apparently called "strap lines" in the UK) and images--some displays to show that would have been nice.
Overall, an excellent book. I read it over a weekend, and got everything I need from it.
1 of 1 people found the following review helpful.
Worthwhile and A Good Read
By L. Campbell
As a non-marketing type who had never named anything but humans, I found this book helpful, easy to understand, and fun to read. It's a process that is an art vs. a science but the author gives you plenty of example to fuel your own creative process. Whether you're a one-woman naming machine or working with a team, valuable information!
0 of 0 people found the following review helpful.
Not interesting or Helpful
By JG
This book did not offer any insights into naming a business. The book is much about theory than practicality. Returned it.
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