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Alexandra Watkins wrote the book on naming, and here she explains in plain terms why a name that people have to stop and spell for you is quietly costing you customers. Her SCRATCH test puts real weight on the say-it-out-loud check: if someone hears your name and cannot pronounce or spell it, scratch it. It is a practical filter to run before you spend money on a formal test.
How To Create Brand Names with Alexandra Watkins (On Branding Podcast)
On Ebaqdesign / On Branding Podcast by Arek Dvornechuck (host), Alexandra Watkins (guest) ~50 min interview
- If you keep having to spell your name for people, you are apologizing for it and losing them, that is a signal to drop it.
- Say the name aloud to someone who has never seen it and ask them to type it, misspellings are a red flag.
- A strong name is intuitive to say and spell on first hearing, avoid dropped vowels and clever misspellings.
