Alexandra Watkins – Super Sticky Brand Names

Here’s What You Get:

Who She Is

• Alexandra Watkins – Super Sticky Brand Names
• Founder of Eat My Words (naming agency)
• Named products for brands like Amazon, Disney, Coca-Cola
• Known for turning naming into a system, not guesswork

Core Idea

A great brand name should make people smile, not scratch their head

Her entire methodology is built on two frameworks:

• SMILE = what makes a name work
• SCRATCH = what makes a name fail

1. SMILE Test (The Core Framework)

This is the foundation of “super sticky” names:

S — Suggestive

• Hints at what you do (without being boring)
• Example: “Netflix” → internet + movies

M — Memorable

• Based on familiar concepts
• Easy to recall and repeat

I — Imagery

• Creates a mental picture
• Visual names stick better in memory

L — Legs

• Can expand into branding, campaigns, slogans
• Has long-term flexibility

E — Emotional

• Makes people feel something
• Humor, curiosity, delight = stronger recall

Key principle:
Names that trigger emotion + familiarity = higher memorability

2. SCRATCH Test (Avoid These)

These are the 7 deadly sins of bad brand names:

• Spelling-challenged → confusing / typo-looking
• Copycat → blends with competitors
• Restrictive → limits future growth
• Annoying → forced, awkward
• Tame → boring, generic
• Curse of knowledge → only insiders understand
• Hard to pronounce

If your name triggers any of these → it “scratches” (creates friction)

The Full Naming System (Step-by-Step)

The course teaches a repeatable naming workflow:

1. Creative Brief (Strategy First)

• Define:
  • Audience
  • Positioning
  • Brand personality
• Naming starts with strategy, not words

2. Brainstorming Engine

• Generate lots of ideas (volume matters)
• Use:
  • Wordplay
  • Metaphors
  • Cultural references
• Focus on familiar but surprising combinations

3. Filtering with SMILE & SCRATCH

• Keep only names that:
  • Pass SMILE
  • Avoid SCRATCH

4. Domain + Trademark Layer

• Check:
  • Domain availability
  • Legal conflicts
• Practical constraint most people ignore

5. Name Testing & Selection

• Test for:
  • Memorability
  • First impression
  • Emotional reaction

6. Expansion (Brand System)

• Build:
  • Taglines
  • Product names
  • Campaign ideas
• Strong names = easier marketing

Key Philosophy (What Makes This Different)

1. Familiar > Invented

• She strongly criticizes:
  • Made-up words
  • “Techy” spellings
• People remember what they already understand

2. Emotion Beats Logic

• A name is not just descriptive
• It should:
  • Entertain
  • Surprise
  • Delight

3. Naming = Revenue Lever

• A great name:
  • Increases click-through
  • Improves recall
  • Boosts brand perception

First impression happens in seconds → name carries weight

What the Course Includes

From her official program:

• 36+ video lessons
• Templates (creative brief, naming tools)
• Brainstorming frameworks
• Rebranding / name change system
• Optional coaching tiers

Who It’s For

Best suited for:

• Founders naming a company/product
• Copywriters & brand strategists
• Agencies doing branding
• Anyone rebranding

Pros vs Cons

Pros

• Very practical & actionable
• Simple frameworks (easy to apply)
• Focus on real-world memorability
• Works for both beginners & pros

Cons

• Less deep on:
  • Positioning strategy
  • Brand architecture (vs high-end branding courses)
• Strong bias against invented names (which can still work in some cases)

Big Picture

Watkins reframes naming from:

“Find something available”

“Create something people love to say”

Simple Summary

Super Sticky Brand Names =

SMILE framework (what works)

• SCRATCH filter (what fails)
• structured brainstorming system

Result:
A name that is memorable, emotional, and marketable