商品簡介
In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how ?ve 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 ?lled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more.
作者簡介
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 ?rm and spend twelve months hunting down the origins of leading brand names. He lives in San Francisco.
