The Eat My Words SMILE & SCRATCH Test (as seen in The Wall Street Journal), is based on our philosophy that a name should make you smile, instead of scratch your head.
SMILE if your name has these 5 success factors:
Simple – one easy-to-understand concept - NO
Meaningful – your customers instantly "get it" - NO
Imagery – visually evocative - creates a mental picture - NO
Legs – carries the brand, lends itself to wordplay - NO
Emotional – empowers, entertains, engages, enlightens - NO
SCRATCH it if it has any of these deal-breakers:
Spelling-challenged – not intuitive - CHECK
Copycat – similar to competitor's names
Random – disconnected from the brand - CHECK
Annoying – hidden meaning, forced - CHECK
Tame – flat, uninspired, boring, non-emotional - CHECK
Curse of Knowledge – only insiders get it - CHECK
Hard-to-pronounce – not obvious - CHECK
Thanks to our buddy Paul K. for sending us this doozie.