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Every year, 6 million companies and more than 100,000 products are launched, but too many have names that look like the results of a drunken Scrabble game—Xobni, Svbtle, and Doostang, anyone? Ace naming consultant Alexandra Watkins explains how anyone—even noncreative types—can create memorable and buzz-worthy brand names. This second edition has double the number of brainstorming tools and techni…

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