#168: Alexandra Watkins – How to invent a GREAT brand name. [Greatest Hits]

This podcast episode features a brand naming expert, Alexandra Watkins, discussing the SMILE and SCRATCH framework for evaluating brand names. The host, Jay Clouse, uses his own rebranding experience as a case study, highlighting the importance of gut feeling alongside structured evaluation. Watkins emphasizes avoiding seeking external opinions on names and instead using the SMILE (Suggestive, Memorable, Imagery, Legs, Emotional) and SCRATCH (Spelling Challenged, Copycat, Restrictive, Annoying, Tame, Curse of Knowledge, Hard to Pronounce) tests to assess name quality. The episode also covers the significance of domain names and taglines in brand building, illustrating with examples like "GobbleGobble.com" and "ilovepeanutbutter.com." Ultimately, the podcast aims to equip creators with practical tools and insights to choose strong, memorable brand names that accelerate business growth.