Wordcraft: The Art of Turning Little Words Into Big Business

Author: Alex Frankel
Publisher: Currency
Category: Semantics, Contemporary Fiction, Popular Culture, Sales & Marketing, Advice On Careers & Achieving Success
Book Format: Paperback

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.

Alex 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.

About Alex Frankel
Alex 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.

(BK-9781400051052)

SKU BK-9781400051052
Barcode # 9781400051052
Brand Currency
Artist / Author Alex Frankel
Shipping Weight 0.1800kg
Shipping Width 0.130m
Shipping Height 0.010m
Shipping Length 0.200m
Assembled Length 13.200m
Assembled Height 20.200m
Assembled Width 1.400m
Type Paperback

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