What Eat My Words does

Eat My Words is a privately held, founder-owned professional brand naming firm headquartered in San Diego, California, founded in 2005 by Alexandra Watkins, a former Ogilvy and Mather advertising copywriter. The firm specializes in creating memorable, evocative brand names for companies and products, built around its proprietary SMILE & SCRATCH evaluation framework—a 12-point methodology that pairs desirable name qualities (Suggestive, Memorable, Imagery, Legs, Emotional) against common naming pitfalls (Spelling challenged, Copycat, Restrictive, Annoying, Tame, Curse of knowledge, Hard to pronounce). The firm operates with a small team of 1–10 employees and serves a roster that spans global enterprises such as Wendy’s, Burger King, Coca-Cola, Wrigley, Amazon, Google, Disney, PepsiCo, Frito-Lay, Twitter/X, and Gap, alongside mid-market and startup clients including Neato Robotics, Smitten ice cream, Spoon Me frozen yogurt, Plenty vertical farming, and Church of Cupcakes.

The business model is multi-tiered and direct-to-client. The core enterprise offering is project-based naming services priced at $15,000–$49,000 for full-service company, product, and tagline engagements; a $6,000 Fun Size package addresses self-funded micro-businesses; a self-paced online course on Teachable is sold at $899 (Just the Meat) and $2,999 (Private Chef with coaching) tiers, plus custom-priced Group Catering for teams; and the firm also generates revenue from half-day naming workshops, 6-week in-house team training programs, and speaking engagements at conferences and universities. Distribution is entirely direct—no resellers or channel partners—with enterprise sales via discovery calls, self-serve course sales online, and inbound demand generated through founder media presence (80+ podcast appearances, coverage in Forbes, WSJ, Inc., Entrepreneur, NPR) and a free SMILE & SCRATCH name evaluation tool.

The firm monetizes its codified methodology beyond services via the bestselling book 'Hello, My Name is Awesome' (Berrett-Koehler Publishers, 2014 Top 10 Marketing Book by Inc. Magazine) and the annual Love Your Name Awards at Natural Products Expo West, launched in 2024. The firm is bootstrapped with no disclosed external funding, no parent company, and no subsidiaries, and ownership is concentrated with the founder. Geographic scope is global, served from a single San Diego headquarters.

Name

Eat My Words

Legal name

Eat My Words

Website

https://eatmywords.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Eat My Words is a San Diego-based, founder-owned brand naming firm founded in 2005 that creates memorable company and product names for enterprise clients such as Wendy's, Coca-Cola, Amazon, and Google using its proprietary SMILE & SCRATCH framework, and monetizes its methodology through premium naming services, online courses, and workshops.

Ownership category

akta.pro rank

Product category

Brand Naming Services

akta.pro primary industry

Naming & Verbal Identity (BPAFAEAB)

Keywords

• Brand naming services
• Product naming agency
• Naming workshops
• Brand name course
• Tagline development

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Business Naming Services: Full-service company and product naming engagements for corporate clients. Projects include creative brief development, multiple naming rounds, trademark screening guidance, and final name selection support.
2. Online Course and Coaching: Self-paced course 'How to Create Super Sticky Brand Names' with tiered pricing. Includes video lessons, templates, and optional 1:1 coaching calls with Alexandra Watkins.
3. Fun Size Naming Package: Budget-friendly naming service for micro-businesses and startups. Includes 50+ name ideas, live review session, and follow-up consultation.
4. Naming Workshops: Half-day team workshops facilitated by Alexandra Watkins where teams learn naming methodology and ideate real project names in real-time.
5. Brand Extensions and Taglines: Additional verbal branding services including tagline development, brand extension names, and merchandising strategies.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Eat My Words is a professional naming firm that creates memorable, trademarkable brand and product names for companies using its proprietary SMILE & SCRATCH methodology and Creative Brief process. Its core deliverables include full-service business naming, product naming, taglines, and brand extensions, supplemented by team workshops, an online course, a published book, and a free online name evaluation test.

Product overview

Eat My Words is a professional brand naming firm offering a comprehensive suite of naming services. The core offering is full-service naming (business naming, product naming, taglines, and brand extensions) priced at $15,000-$49,000 for corporate clients. Budget offerings include Fun Size ($6,000 for micro-businesses) and online courses. The firm also provides team training workshops, speaking engagements, and advisory sessions. The signature product is the SMILE & SCRATCH framework for evaluating brand names, supported by the best-selling book 'Hello, My Name is Awesome' and an online course with 36 video lessons. Notable named products in their portfolio include the Wendy's Baconator, Neato robotic vacuums, Spoon Me frozen yogurt, Smitten ice cream, Church of Cupcakes, and dozens of other consumer and B2B brand names.

Differentiator

Problem solved

Functional benefit

Named customers21 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Indie LawminorImplementation/ SI/ Consulting PartnerIndie Law provides free professional trademark screening services to Eat My Words course enrollees as part of course bonuses. This partnership helps customers protect their new brand names after the naming process.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• FutureBrand: Global brand transformation network with deep naming capabilities (including via Igor). Competes for enterprise naming mandates while bundling them into larger brand strategy engagements.
• Saffron Brand Consultants: Independent global brand consultancy active in brand strategy, naming, and verbal identity. Comparable enterprise buyer base and creative methodology approach to Eat My Words.
• Interbrand: Global brand consultancy offering naming as part of a wider portfolio of brand strategy, design, and verbal identity services. Often engages the same CPG and enterprise buyers as Eat My Words but with broader, multi-disciplinary offerings.
• Siegel+Gale: Global brand strategy and design firm with a strong naming and verbal identity practice. Overlaps with Eat My Words on enterprise naming engagements while offering broader brand simplification services.
• Landor & Fitch: Large global branding agency covering brand strategy, naming, design, and experience. Competes for the same enterprise naming RFPs while bundling naming into much larger brand transformation engagements.

Direct peers

• Igor: Independent naming consultancy that became part of FutureBrand's network; specializes in verbal identity, naming, and brand architecture. Highly comparable in service mix and enterprise focus to Eat My Words.
• Lexicon Branding: Long-standing naming and brand identity agency specializing in company and product names. Closely comparable to Eat My Words in service scope (verbal identity, naming strategy) and target buyers (enterprise CPG and consumer brands).
• Namestormers: Specialist naming agency focused exclusively on brand and product name development with global reach. Comparable service offering and buyer profile to Eat My Words.
• Catchword: Boutique naming and branding agency offering company, product, and service naming plus trademark screening. Direct competitor for mid-market and enterprise naming engagements in the same vertical as Eat My Words.
• Tungsten: Boutique naming and verbal identity agency serving mid-market and enterprise clients with company and product naming plus taglines. Closely comparable scope and pricing tier to Eat My Words.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/eatmywords
• Facebookfacebook.com/EatMyWordsNames
• LinkedInlinkedin.com/company/eat-my-words
• Instagrameatmywords.com/instagram

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eat My Words