Wordcraft
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Wordcraft by Alex Frankel
In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how fi ve 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 fi lled 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.
| SKU | Unavailable |
| ISBN 13 | 9781400051052 |
| ISBN 10 | 1400051053 |
| Title | Wordcraft |
| Author | Alex Frankel |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Random House USA Inc |
| Year published | 2005-03-22 |
| Number of pages | 256 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |