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This title in other formats:Wordcraft: The Art of Turning Little Words Into Big Businessby Alex Frankel
Synopses & ReviewsPublisher Comments:In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how five major brands got their names: BlackBerry, Accenture, Viagra, the Porsche Cayenne, and IBM’s “e-business.” Behind each name is an account of how words and language infuse the products we use every day with meaning, and how great words actually succeed in changing people’s behavior. The book is filled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more. Review:“Words always matter, but they really matter to a corporation trying to make its brand the one we remember out of the thousands we see daily. That’s why the stories behind the creation of names like Viagra or Accenture are so surprisingly rich. With the outsider perspective of a journalist, plus insider perspective gained by crossing over into the ‘synthetic language’ business himself, Alex Frankel knows the name game like nobody else.” —Rob Walker, “Consumed” columnist, The New York Times Magazine Review:“Enlightening, engaging, and entertaining.” —Newsweek Review:“A thoughtful and engaging exploration of how companies and products get their names nowadays, as well as the function of brands in a global culture . . . Hilarious and revealing.” —Wall Street Journal Review:“Informative, overdue . . . fascinating.” —San Francisco Chronicle About the AuthorAlex Frankel has written the “On Language” column for The New York Times Magazine and reported on business culture for Wired, Fast Company, and Outside. His interest in synthetic language led him to launch his own naming ?rm and spend twelve months hunting down the origins of leading brand names. He lives in San Francisco. What Our Readers Are SayingBe the first to add a comment for a chance to win!Product Details
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