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."
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: Black...
During a two-year urban adventure through the world of commerce, journalist Alex Frankel proudly wore the brown uniform of the UPS driver, folded endless stacks of T-shirts at Gap, brewed espressos for the hordes at Starbucks, interviewed (but failed to get hired) at Whole Foods, enrolled in management training at Enterprise Rent-A-Car, and sold iPods at the Apple Store.
In this lively and entertaining narrative, Frankel takes readers on a personal journey into the land of front-line employees to discover why some workers are so eager to drink the corporate Kool-Aid and which...
During a two-year urban adventure through the world of commerce, journalist Alex Frankel proudly wore the brown uniform of the UPS driver, folded e...
