Naming and branding expert Nancy Friedman, this week's guest contributor to our Candlepower section, sent us these book recommendations:

The Making of a Name: The Inside Story of the Brands We Buy, by Steve Rivkin and Fraser Sutherland: A thorough, highly readable survey of name types, the name-development process, and the naming business.

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Last month we excerpted a blog entry from Away With Words, professional name developer Nancy Friedman's website on naming and copywriting. We had to revisit her when we read a recent entry titled "What Not to Name the Baby." Nancy says "naming a baby is not all that different from naming middleware, perfume or a venture capital firm." Why? Read the entry here.

If you have a website -- whether you're a blogger, mom-and-pop or 800-pound orangutan - you think about "user experience." That, of course, is obvious. But ever try to find a phone number on a company's website? How many clicks did it take? Well, maybe not so obvious.

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