Wordcraft
Author: Frankel, Alex
ISBN: 9781400051052
Publisher: RANDOM HOUSE US
Year first published: 15 Apr 2005
Pages: 256
Format: Paperback / softback
For readers of The Art of Innovation, Why We Buy, and The Tipping Point--books that look beyond pure business and examine the behaviors, trends, ideas and cultures that define certain enterprises. Also for people who love to read about words and language, and how they play a role in our lives, like in Stefan Fatsis' book Word Freak.
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.
ISBN: 9781400051052
Publisher: RANDOM HOUSE US
Year first published: 15 Apr 2005
Pages: 256
Format: Paperback / softback
For readers of The Art of Innovation, Why We Buy, and The Tipping Point--books that look beyond pure business and examine the behaviors, trends, ideas and cultures that define certain enterprises. Also for people who love to read about words and language, and how they play a role in our lives, like in Stefan Fatsis' book Word Freak.
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.
