Founder & Chief Innovation Officer
Author of the #1 bestseller, “Hello, My Name is Awesome… How to Create Brand Names That Stick” (an Inc. Magazine Top 10 Marketing Book), brand name expert Alexandra Watkins is a leading and outspoken authority on brand names with buzz. A winner of the Make Mine a Million $ Business program sponsored by American Express, she has turned her passion for naming things into a premier naming company, Eat My Words. Frequently quoted in the press, she has been featured in leading business publications including The Wall Street Journal, Inc., and Entrepreneur, and most memorably Fox News, where she charmed the socks off Neil Cavuto. She is a popular guest lecturer at the Stanford Graduate School of Business, Berkeley’s Haas School of Business, USF School of Management, and other MBA programs. She was most recently invited to speak at the prestigious MIT Media Lab, which is a client of Eat My Words.
Alexandra first got hooked on naming when Gap hired her to create cheeky names for their first line of body care products. Soon after, she broke into the business by talking her way into Landor via a Match.com date. With her fresh, unconventional naming style, Alexandra soon became a go-to resource for countless branding and naming firms around the country. And Landor sent her enough business to open her own firm. Since then, she’s generated thousands of names for snacks, software, sunscreen, social networking sites, sportswear, shoes, sugar scrubs, serums, and seafood. (And that’s just the S’s!) She’s also named lots of things that make you fat and drunk including a nationally recognized bacon cheeseburger (which ironically, must remain nameless).
Prior to Eat My Words, Alexandra was an advertising copywriter, working at leading ad agencies up and down the West Coast, including five years at Ogilvy and Mather, where she helped launch Microsoft Windows and learned the language of Geek Speak. In the mid-nineties she jumped on the dot com gravy train, and rode it until it crashed in her SOMA backyard. Alexandra took the money and ran, spending a year in Australia, New Zealand, Bali and Fiji disguised as a 21-year old backpacker. Upon her return, she followed her true passion and became a namer and soon after started Eat My Words.
Alexandra gets her passport stamped as often as possible. She has eaten her way through 45+ countries where she’s sunk her teeth into local delicacies including barbequed squirrel in Tanzania, ostrich carpaccio in South Africa, stewed camel meat in Libya, and, lobster marinara in Cuba. Her favorite food is JIF peanut butter, which she once survived on for two days on the remote island of Amantani in Lake Titicaca, Peru. To see her most memorable 100 travel photos, click here.