Two weeks ago, I launched The 4% Files -- an 11-part series where I'm surfacing the most powerful, high-leverage insights buried inside 334+ hours of Beyond Curious episodes.
- The First File revealed how to uncover your 4% — the magical zone where your greatest impact meets your greatest joy
- The Second File revealed an Operating System to help you to architect a game completely based off of your unique strengths
In the Third File and beyond, we’re shifting into “power-up” territory.
I’m surfacing the “80/20 of the 80/20” of Beyond Curious content that led to a disproportionate impact on my life.
And the first power up is a strange one.
Naming.
Yes, naming.
Today I’m re-surfacing an episode I recorded with my friend, Alexandra Watkins.
Ever heard of the Wendy’s Baconator?
Yep, Alexandra named that.
She’s the author of one of my favorite books, Hello My Name Is Awesome, and has created love-at-first sight names for companies like Amazon, Coca-Cola, Disney, Google, Twitter, and Colgate.
Of all places, why start here?
Here’s the embarrassing truth:
For 139 episodes, my brand and podcast was called 7-Figure Millennials 🤮
That brand was the PERFECT example of me “playing a game” I didn’t consciously choose.
It was what I thought I needed to be, inspired by copying others.
And while that name helped get me started… it quickly became a straightjacket.
Every time I saw it, spoke it, or shared it, I felt a wave of emotional resistance.
Because it didn’t reflect my truth.
Through the deep work that eventually became the Find Your Four™ framework, I knew who I was…
But I didn’t yet know how to express it.
So I hired Alexandra, handed everything I’d uncovered about myself to her and said:
“Please please please help me find a name that will let me be me.”
What came out on the other end was not only Beyond Curious®, but also Curiosity Island™… two core pillars of my world.
These two brands bridged the gap between who I knew I was and how the world saw me.
Which is why I truly believe:
Unlocking the right brand name is a single decision that solves a thousand problems.
Because the moment your brand clicks into alignment, everything gets easier:
- You attract the right people.
- You get invited into the right rooms.
- You show up with more confidence and clarity.
- You stop being misunderstood.
And in this episode, Alexandra will help you build a brand name that sticks.
We explore:
- Her signature SMILE & SCRATCH framework for creating memorable brand names
- Real examples of hilariously bad names (Yes, we talk about P*nis Land and Americans Crapping Metal)
- Behind the scenes of how she helped to come up with the Beyond Curious® brand
This one was a game changer for me, and I know it can be for you too!
Show Notes Generated With The Help of AI!
00:00 - Introduction to Beyond Curious Episode, The Third File
Brandon Fong opens the third 4% file of an 11-part series, sharing insights from 334+ hours of Beyond Curious content. This file introduces an "Architect Power-Up" focused on the often-overlooked but transformational skill of naming, featuring branding expert Alexandra Watkins.
03:22 - Why Naming is an Architect Power-Up That Changed Everything
Brandon shares his emotional struggle with misaligned branding—specifically, how "Seven Figure Millennials" caused him deep pain and prevented full self-expression. Naming, he reveals, was the key to aligning identity, environment, and external perception.
06:55 - Naming as a Bridge from Internal Clarity to External Understanding
Exploring the fractal 80/20 framework, Brandon explains how the right brand name affects environmental conditions, actions, and core identity. The right name can remove massive obstacles and unlock thousands of opportunities.
08:23 - The Struggle of Being Nonlinear and the Power of an External Brand
Brandon encourages nonlinear, curious people to consider an external brand that allows them to fully express themselves, rather than defaulting to using their own name.
11:30 - Alexandra’s World of Creativity and the Power of Adventure
Alexandra shares a hilarious story about refusing to whitewater raft on terrifyingly named rapids like “Meat Grinder” and “Satan’s Cesspool.” The story becomes a metaphor for the emotional impact and power of names.
14:23 - A Near-Death Rafting Experience in Africa (and Ending Up in the Wrong Country)
Alexandra recounts a wild experience on the Zambezi River where a capsized raft and a swim gone wrong landed her in the wrong country—underscoring how names and unexpected adventures go hand-in-hand in her life.
15:38 - How Travel Supercharges Alexandra’s Creativity
Brandon and Alexandra discuss how international travel expands creativity by introducing new experiences and forcing people outside their comfort zones. This adventurous spirit shapes Alexandra’s naming genius.
19:06 - The Creative Influence of Alexandra’s Mother
Alexandra credits her mom for encouraging out-of-the-box creativity from a young age, including a high school report where she wrote to prison inmates instead of researching at the library—foreshadowing her inventive problem-solving approach.
23:14 - Why Your Brand Name Is the Longest-Lasting Investment
Alexandra explains that names are like oil paintings that hang over your desk forever—they should be loved, memorable, and differentiating. She emphasizes that a good name can attract not just customers, but also employees and investors.
27:51 - The Good, the Bad, and the Slurly: Branding Fails and Hilarious Slurls
From baby brands like "Speesees" to infamous domain name flubs like “PenIsland” and “American Scrap Metal,” Alexandra dives into naming horror stories that perfectly demonstrate what not to do.
32:56 - The Story Behind “Spoon Me”: Naming That Builds Culture and Virality
Alexandra details how she renamed a frozen yogurt brand from “Zenyo” to “Spoon Me,” leading to viral success, merch sales, and even a real-life marriage. A great name became a customer experience in itself.
36:13 - Why a Name Can Literally Build a Community
From T-shirts to theme slogans, Alexandra explains how “Spoon Me” and similar brand names create a deeper connection between brand and audience—sparking joy and active participation.
38:27 - The Smile Test: 5 Qualities of a Great Name
Alexandra introduces the SMILE framework:
- Suggestive
- Memorable
- Imagery
- Legs (extendable theme)
- Emotional
- She explains how these elements help a name stand out and build brand love.
41:23 - Emotional Branding and Wedding Services That Make You Laugh
From “Meet the Parents” (rehearsal dinner) to “Bloody Married” (post-wedding brunch), Alexandra shares how renaming basic wedding services for a San Francisco hotel led to a 25% increase in sales.
44:04 - Legs: Names That Keep on Giving
Alexandra discusses how names like “Firetalker PR” and “Church of Cupcakes” allow brands to create memorable themes, personas, and even theme songs, turning names into full-blown experiences.
46:39 - The Scratch Test: 7 Deadly Sins of Bad Brand Names
She breaks down the SCRATCH framework for names to avoid:
- Spelling-challenged
- Copycat
- Restrictive
- Annoying
- Tame
- Curse of knowledge
- Hard to pronounce
- Brandon uses “Seven Figure Millennials” as a real-life example of violating multiple SCRATCH rules.
53:52 - Clear vs Clever: Striking the Balance
Alexandra emphasizes that clarity doesn’t mean boring—names can be both clear and clever, like “Kryptonite” for bike locks. It's all about avoiding confusion and delivering a memorable experience.
57:39 - Brainstorming the Right Way: Say Goodbye to the Whiteboard
Ditch the corporate brainstorm rooms. Alexandra shares powerful tools for ideation: image searches, thesauruses, metaphors, and looking at the familiar with fresh eyes. Great ideas often come from solo inspiration.
Links & Resources:
- Eat My Words – Alexandra Watkins’ brand naming company
- SMILE & SCRATCH Name Test Tool: Free interactive test
- Hello, My Name Is Awesome – Alexandra’s book on brand naming: Amazon link
- Brand Name Course - Alexandra's naming course that Brandon has taken
- Hire Alexandra - Services Tab on https://eatmywords.com/naming-services/
