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Wordcraft:the art Of Turning Little Words Into Big Business
[Paperback - 2005]
alex frankel
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Category: Business
Sub-category: Finance & Investing
Additional Category: Writing Skills - Sociology
Publisher: Crown Currency | ISBN: 9781400051052 | Pages: 256
Shipping Weight: .215 | Dimensions: 5.3 x .6 x 8 inches

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 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.

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