The original naming workbook is back.

Don't Call It That is not a book about naming.

It is a step-by-step workbook that walks you through all the ins and outs of the naming process. This book is your best defense against boring names and the people who find them "functional" and "descriptive." The book will help you understand how to approach naming, develop attention-grabbing names, and navigate practical realities like positioning, trademarks and URLs.

As seen in:

What’s new in the 3rd edition?

• More to love: The third edition has 62% more content than the second—no minor rewrite here.

• Real project examples: I included several real-life examples from A Hundred Monkeys projects throughout the book.

• Client experiences: I also included quotes directly from clients to shed light on how new names are perceived and adopted.

• New Chapters: There are three entirely new chapters on market testing names, the near-universal desire for short names, and the difference between how names look and how they sound.

• New look: The book has been completely redesigned by the fine folks at Moniker.

• New editor: The third edition has been edited by long-time collaborator Rose Linke, an experienced writer, editor, and namer in her own right. We even included a few of our chat transcripts from the editing process.

• Six new name species: Wordsmash, Rhyme time, Opposites attract, That’s not my name, Unlikely allies, and Simple enough. 

• Overhauled exercises: The book’s exercises have been totally reworked. There are several new exercises as well as updates to previous exercises. 

• Minor restructuring: The chapters “Ready, set” and “Get to the point” from the second edition have been combined into a more holistic chapter on positioning called “Condition your position.”

  
  

Feedback department:

”From cover to cover I was guided in a light hearted and punchy manner on how to name a company. It was freaking glorious. Eli outlines every step of the naming process in a way that is so practical and fluid, a 4th grader could do it.” —Zach

”I am getting ready to launch a small consulting company and finding the right name was a lot harder that I thought it would be. After reading a few pages of Don’t Call It That I started to relax. Don’t Call It That walked me through the whole process. This book is a life saver if you are starting a business and, like me, don’t have a creative bone in your body or a big budget for marketing.” —Susanna

”If you think about starting a company or do branding for clients this is a book for you. Every sentence is meaningful. Chapters are organized as a flow for name picking process. You cannot fail at picking a right name with this book.” —Lukasz

Colophon:

Soft cover, section sewn, with die-cut slipcase

216 pages

Edition of 1500

Design/illustration/art direction: Moniker

Editor: Rose Linke

Copy editor: Whitney Trump