ISBN: 9781400051045 - wordcraft: the art of turning little words into big business (8 Ergebnisse)

Hardback. Zustand: Very Good. In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how fi 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 fi lled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more.…

Hardback. Zustand: Fair. In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how fi 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 fi lled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more.…

Hardcover. Zustand: Very Good. With dust jacket. It's a well-cared-for item that has seen limited use. The item may show minor signs of wear. All the text is legible, with all pages included. It may have slight markings and/or highlighting.

Zustand: Very Good. Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.

Zustand: Good. Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.

Hardcover. Zustand: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less.

Hardcover. Zustand: Fine. Leichte Gebrauchsspuren; Leichte Verschmutzung / Farbtonveranderung. Five little words--BlackBerry, Accenture, Viagra, Cayenne, e-business--serve as the foundation for an exploration into the origins and impact of brand names. Words shape the modern marketplace, yet their origins often remain hidden. How did terms like Saturn and PowerBook come to be? Journalist Alex Frankel embarks on a year-long journey to trace the evolution of successful brand names, gaining access to the world of professional namers--marketers who create words that become part of our daily language. Frankel's in-depth examination reveals how companies craft their identities through naming, shaping narratives that influence their public image. He takes readers into the conference rooms of Lexicon, the largest naming firm, to uncover the story behind the BlackBerry's name and travels to Germany to see how Porsche named its controversial SUV. The creative team behind Viagra shares how they transformed a fabricated word into a powerful concept, while IBM's ownership of "e-business" reflects a corporate turnaround. Beyond business meetings, we meet characters like freelance namer Andrea Michaels, who balances her naming work with competitive Scrabble. The narrative is enriched with cultural and historical references, making it a captivating exploration of the power of words and ideas in today's marketplace.…

Hardcover. Zustand: New. 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 marketplace to their places of origin--resulted in a year-long journey in which he gained access to a previously undiscovered world of forward-thinking creatives: professional namers, the unique group of marketers responsible for inventing words that ultimately become a part of our everyday vocabularies. Wordcraft is Frankel's in-depth look at how companies name themselves and their products and, in the process of defining their business through words and language, develop narratives that define the way they present themselves to the outside world. His lively, fly-on-the-wall narrative takes us into the conference rooms of Lexicon, the world's largest professional naming firm, where we see how the highly successful email pager known as the BlackBerry got its name. We travel to Germany to learn how Porsche approached the naming of its controversial SUV, a car that challenged the company's famously sporty image. The creative team behind Viagra explains how they took a completely fabricated word and turned it into a powerful idea. We witness how IBM assumed ownership of the word and story of 'e-business' and in so doing turned around its corporate mindset and returned to a dominant industry position. The book is filled with stories about how things get their names, but it's not just tales of business meetings and product launches. We meet the characters who populate the naming world, 'information age neologists' like freelance namer Andrea Michaels, who plays professional Scrabble and competes on TV game shows when not brainstorming for corporate clients. And we learn about the civic unrest that erupted in Denver when the naming rights for Mile High Stadium were sold. Frankel laces his narrative with cultural and historical references and quotations from thinkers as diverse as Marianne Moore and Lawrence Lessig, all of which add a layer of richness and depth to this book's multithreaded and engaging stories. For anyone intrigued by the power of words and ideas in today's marketplace, Wordcraft is a captivating tour of a fascinating world. From the Hardcover edition. …