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.
Presents the author's quest to find out: how some of the giants of commerce turn thousands of average job applicants into loyal-even fanatical-workers; how do they identify and recruit workers who will best fit their companies; and, how do they indoctrinate employees into their corporate cultures and make them perfect messengers of their brands.
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