Wordcraft: The Art of Turning Little Words into... by Alex Frankel - Shelfari

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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... read more

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Alex Frankel (Author)

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