Don’t Call It That

There is a book for naming companies and products.

This is it.

Your name is the tip of the spear. It’s the first thing people see and hear. It’s your first shot at grabbing people’s attention and arousing their curiosity. How are people supposed to talk about your new company if they can’t remember or pronounce the name?

Contrary to popular belief, naming has nothing to do with omitting vowels. It has nothing to do with smashing letters together until you find an available URL that sounds like a Latvian powerlifter grunting. No, naming is a process. You’ll need time. You’ll need insight. You’ll need to start on Page 1.

Don’t Call It That is a step-by-step workbook that will guide you through the naming process. A Hundred Monkeys Creative Director, Eli Altman, will help you develop attention grabbing names that speak to your audience and establish the seed of your brand.

The book is like that friend who isn’t afraid to tell you what you need to hear. It’ll help you understand what’s at stake and how to approach naming creatively without neglecting practical realities like positioning, trademark and URLs.

  • How do you find a name that’s available?
  • How do you find a name that grabs people’s attention?
  • How do you tell the difference between a good name and a bad one?
  • How do you test names in the real world?
  • How do you find a name that elevates you above the competition?

Don’t Call It That  will set you straight.

Eli Altman

Eli Altman is Creative Director at the Berkeley, California–based naming and branding firm A Hundred Monkeys. He has completed well over 200 naming projects from Silicon Valley startups to the products of Fortune 50 companies. He was responsible for developing the naming process at A Hundred Monkeys and previously at MetaDesign, San Francisco. Somehow, most of his past clients still like him. Eli started naming before he stopped wearing Velcro shoes. Malcolm Gladwell would say Eli has his 10,000 hours. He usually eats, sleeps, and runs in Oakland, California.


A name is a terrible thing to waste.

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