• Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Wordcraft: The Art of Turning Little Words Into Big Business

Wordcraft: The Art of Turning Little Words Into Big Business

Paperback

Business GeneralCareersMarketing

ISBN10: 1400051053
ISBN13: 9781400051052
Publisher: Crown Currency
Published: Mar 22 2005
Pages: 241
Weight: 0.42
Height: 0.63 Width: 5.24 Depth: 8.08
Language: English
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.

Also in

Careers