Wordcraft

Released on by Alex Frankel
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  • Wordcraft Book Detail

  • Author : Alex Frankel
  • Release Date : 2005-03-22
  • Publisher : Crown Currency
  • Genre : Business & Economics
  • Pages : 255
  • ISBN 13 : 1400051053
  • File Size : 95,95 MB
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Wordcraft by Alex Frankel PDF Summary

Book 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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