Wordcraft: The Art of Turning Little Words into Big Business

Description

In Wordcraft , Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how five major brands got their 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 technology, health, sports, food, business, and more. ISBN:9781400051052