No spooning on Sunday.

We just named a new frozen yogurt chain Spoon Me. And the first store is launching in Salt Lake City. How cool is that?! Spoon Me is fun, evocative, memorable and has unlimited potential for promotions and merchandise. (Spoon Me pajamas anyone?) In fact, our client is sure they will earn more selling Spoon Me merchandise than yogurt. In addition to pj's, t-shirts, and bumper stickers, we suggested they revive spoon bracelets and sell them online with custom engraving. What high school girl wouldn't want a "Spoon Me, Babycakes," bracelet from her boyfriend?

Because we don't do stale names... Frito-Lay taps EMW

As vending machine junkies, we were floored when Frito-Lay called us out of the blue. The salty snack giant was attracted to our whimsical style and fresh approach to naming, which is a great fit for their new flavors and products. With brands like Cheetos, Doritos, and Tostitos, Frito-Lay is the snack jackpot and we're thrilled to have them as a client. Of course our projects are super top secret, but we'll let you know when we can let the cat out of the potato chip bag.

This evocative name takes the cake...

Recently, my friend John was suffering in 102º heat and sighed, "I dream of air-conditioning." That reminded me of the most wonderful cake shop name ever, I Dream of Cake, which is on trendy Grant Street in SF's North Beach. (I have admired founder Shimnin Li's creations forever and recently got to taste one at a swanky FWE&E event honoring Google maverick Marissa Mayer, who incidentally is an investor in IDOC.) I wrote to Shinmin and asked her about the origin of the name. She said... "I came up with our company name while sitting in a cafe with a friend. We sat over coffee and jotted down any names that came to mind describing cake and art.
I think I Dream of Cake was actually my friend's joke suggestion. But when I heard it the name it immediately stuck with me. It not only conveys the message that I can create anyone's dream cake, but suggests that I, the baker, dreams of cake too. I often will go to bed with a technical or structural cake problem and come up with the solution in my dreams. I also like that the name encourages imagination and creativity. And, this is my dream job." Wow, talk about a name with layers! Eat my words, indeed! Check out her photo gallery of breathtaking cakes, which include replicas of handbags, shoes, and teapots.

Contest to name new Doritos mystery flavor

The marketing geniuses at Doritos have launched another brilliant promotion - asking their customers to name their new mystery flavor, currently called X-13D, which is packaged in a can't-miss black bag. You have to taste the chips to figure out the flavor. The winner of the contest will become a "Doritos Flavor Master" and get to taste test the latest snack innovations from the Doritos brand, as well as receive free Doritos Tortilla Chips for a year. (What is that, like 3 bags a day for a hungry teenager?) For more details, go to this annoying Flash website, or (how's this for Gen Y...), text "X-13D" to 24477.

Hey, it's a tax write off.

A lot of people ask us about the NAMING license plate on our website - we know it looks like it was created in Photoshop, but I can assure you that it's the actual plate on my car. (I couldn't believe that it was actually available when I got it a few years ago.) And while I usually switch my vanity plate every few years, this is a keeper. If you want to see my collection of former vanity plates, stop by the Eat My Words office - they're all displayed on the wall, including AD QUEEN, SIN MORE, FLOAT ON, and C MONKEY.