Wordcraft
  • Published: 15 April 2005
  • ISBN: 9781400051052
  • Imprint: Crown
  • Format: Paperback
  • Pages: 256
  • RRP: $34.00

Wordcraft

The Art of Turning Little Words into Big Business

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For readers of The Art of Innovation, Why We Buy, and The Tipping Point--books that look beyond pure business and examine the behaviors, trends, ideas and cultures that define certain enterprises. Also for people who love to read about words and language, and how they play a role in our lives, like in Stefan Fatsis' book Word Freak.

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.
  • Published: 15 April 2005
  • ISBN: 9781400051052
  • Imprint: Crown
  • Format: Paperback
  • Pages: 256
  • RRP: $34.00
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About the author

Alex Frankel

ALEX FRANKEL has written the "On Language" column for The New York Times Magazine and reported on business culture for Wired, Fast Company, and Outside. His interest in synthetic language led him to launch his own naming firm and spend twelve months hunting down the origins of leading brand names. He lives in San Francisco.

Praise for Wordcraft

"Frankel includes a half-dozen winning profiles of corporate wordsmiths, image makers, and advertising gurus" --Inc.
"A mind-opening examination of image, perception, marketing, and manipulation."--Booklist