Wordcraft: The Art of Turning Little Words Into Big Business

ISBN-13: 9781400051052 / Angielski / Miękka / 2005 / 241 str.

Alex Frankel

Opis

In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how 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 lled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more."