Looks at how companies name themselves and their products. He goes into the offices of Lexicon, the world's largest professional naming firm where we see how the Blackberry got its name; describes how the creative team behind Viagra made it into such a powerful word; and how IBM assumed ownership of the word 'e-business'. Fascinating.
Words carry more power than ever in the global marketplace. The most powerful are brand names--monikers created by a largely unheralded collection of marketers known as professional namers. These coiners of words are a fascinating group who play a major role in creating the cultural and business vernacular that defines our world. In "Wordcraft, Alex Frankle, 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 a different acount 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. "Wordcraft will appeal to readers of books like "Word Freak as well as business narratives like "The Tipping Point and "Why We Buy. It's for anyone who's intrigued by the power of words and ideas in the modern marketplace.