OUR EDGE

Alexandra Watkins

Alexandra Watkins
"A name should make you smile, instead of scratch your head."

Chief Executive Boss Lady of Eat My Words, Alexandra Watkins is a leading and outspoken authority on brand names. Her breakthrough book, Hello, My Name is Awesome: How to Create Brand Names That Stick, was named a Top 10 Marketing Book by Inc. The new second edition, was recently awarded a 2019 Outstanding Works of Literature OWL Award. This is only one of five books that received this award in the crowded Sales & Marketing category.

Since 2005, Alexandra and her firm, Eat My Words, have created love-at-first sight brand names for clients including from Amazon to Xerox. Her personal name hall of fame includes the Neato robotic vacuum, Spanish language school Gringo Lingo, frozen yogurt franchise Spoon Me, and the Church of Cupcakes.

Alexandra first got hooked on naming in 2003 ago when Gap hired her to create 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 leading 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, sportswear, shoes, sugar scrubs, serums, and seafood. (And that’s just the S’s!)

Alexandra is not afraid to name names, especially in her entertaining presentation “How Not to Nayme Your Startup.” She is a popular speaker and has delighted audiences at conferences including Brandstorm, Startup Grind, Endeavor, Collision, and LA Tech Week, as well as the Nasdaq Entrepreneurial Center, where she was an Author in Residence. She especially enjoys speaking to MBA students and has been invited to lecture multiple times at Stanford University, the University of California at Berkeley, the Tuck School of Business at Dartmouth, the University of Southern California, the University of San Francisco, the University of San Diego, and other fine academic institutions.

Prior to Eat My Words, Alexandra was an advertising copywriter, working at leading West Coast ad agencies, including Ogilvy and Mather, where she worked for five years, 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 San Francisco backyard. Alexandra took the money and ran, spending an entire year in Australia, New Zealand, Bali and Fiji disguised as a 21-year old backpacker. Upon her return, she followed her passion for creating names and soon after started Eat My Words.

Alexandra gets her passport stamped as often as possible. She has eaten her way through 50 countries where she’s sunk her teeth into delicacies including barbecued 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 (crunchy), which she once survived on for two days on the remote island of Amantani in Lake Titicaca, Peru.

In her free time, Alexandra creates imaginative succulent arrangements in bird cages, teapots, and other interesting containers she finds by scouring the local flea market in San Diego. She lives by the beach in her Barbie Dream House.

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