Wordcraft: The Art of Turning Little Words into Big Business. Alex Frankel

Wordcraft: The Art of Turning Little Words into Big Business



Download Wordcraft: The Art of Turning Little Words into Big Business



Wordcraft: The Art of Turning Little Words into Big Business Alex Frankel ebook
Publisher: Crown Publishing Group
Page: 241
ISBN: 9780641920486

"Five little words: BlackBerry, Accenture, Viagra, Cayenne, e-business. Two of the words are appropriated (BlackBerry and Cayenne); two are completely made up (Viagra and Accenture); and one (e-business) is a composite word made of a word and a letter that already exist. . . .These five words are the characters in this book."Words shape and move the modern marketplace; they are at once ubiquitous and invisible. But where do words such as Saturn, PowerBook, and Tylenol originate? How did we come to "xerox" our paperwork and "have a cup of Starbucks"? Which names work, and why? For journalist Alex Frankel, what began as an exercise in curiosity--tracing the evolution of a handful of the most successful brand names from the

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