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Author: Eli Altman

Moniker

Rose Linke

Whitney Trump

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. Go from zero to a great name in the time it takes you work through this concise, beautiful book.

Don't Call It That

The original naming workbook is back.

The third edition has 62% more content than the second — no minor rewrite here.

Multiple real-life case studies from A Hundred Monkeys projects throughout the workbook.

Direct quotations from clients illustrating how audiences perceive and adopt newly created names.

Three entirely new chapters address market testing names, the widespread preference for shorter names, and distinctions between visual and phonetic name qualities.

The book has been completely redesigned by the fine folks at Moniker.

The third edition has been edited by long-time collaborator Rose Linke, including dialogue transcripts from their collaborative process.

Wordsmash, Rhyme time, Opposites attract, That's not my name, Unlikely allies, and Simple enough.

Exercises underwent comprehensive revision with new additions and modifications to previous ones.

Two earlier chapters merged into a unified positioning chapter called "Condition your position."

What's new in the 3rd edition

Commercial Type

Draplin Design Co.

Hey Studio

Kate Bingaman-Burt

Manual

Mikey Burton

Champions

Perky Bros.

Under Consideration

For anyone looking to start their own creative services business of any kind, this is the holy grail.

We also did a four part podcast miniseries speaking to different studio leaders about how they approach the business side of their work.

Run Studio Run started out on Kickstarter where it became a featured project and raised 150% of its goal. The book was designed and illustrated by Moniker in San Francisco.

Run Studio Run

The business book for creative people that isn't boring, repetitive, or blatantly sexist.

The two build on one another — Don't Call It That provides a structured naming process while Go Name Yourself focuses on the creative act of name generation.

A Hundred Monkeys

Out Of Office

Nando Alvarez Perez, Brandon Celi, Fatuchurofi, Pete Gamlen, Julian Glander, Chris Maggio, Ross Mantle, Alistair Matthews, Edward Monaghan, Nadine Redlich, Élise Rigollet, Eric Ruby, Nick Sheeran, Cari Vander Yacht

Name Right Now Bundle

Instead of staring at a blank page waiting for brilliance, each card gives you a thought exercise.

Go Name Yourself

The deck of cards for name generation

Establishes groundwork by helping you understand positioning, context, and audience before naming begins.

Preparation

The deck's core — 45 different naming approaches used professionally. Each card provides a thought exercise to generate name options.

Ideation

Shares naming insights and addresses common misconceptions and obstacles encountered during the naming process.

Lessons

Guides evaluation of generated names for legal, cultural, and practical considerations.