Don't Call it That – Eli Altman
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.
Why? Because a name is not something you want to get wrong!
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