Wordcraft The Art of Turning Little Words into Big Business (READ)

  • Hardcover
  • 256
  • Wordcraft The Art of Turning Little Words into Big Business
  • Alex Frankel
  • English
  • 14 July 2020
  • 9781400051045

Alex Frankel ñ 7 Read

review Wordcraft The Art of Turning Little Words into Big Business Free read × eBook, PDF or Kindle ePUB ñ Alex Frankel Alex Frankel ñ 7 Read E mindset and returned to a dominant industry positionThe 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erupted in Denver when the naming rights for Mile High Stadium were sold Frankel laces his narrative with cultural and historical references and uotations from thinkers as diverse as Marianne Moore and Lawrence Lessig all of which add a layer of richness and depth to this book's multithreaded and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 storiesFor 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 editio. If you think the idea of people naming businesses and products is the coolest thing ever you will be on the same wavelength as the author and might be able to enjoy this book For me personally it s not that exciting I was interested in the subject for practical reasons But I simply couldn t read this book normally I like the style of writing that accompanies in depth journalism but in this case it didn t succeed in making a fairly bland subject exciting or intriguing at all and instead it meant that it seemed to endlessly circle around the topic rather than actually focusing on it Fun with Zip and Zap Phonics chapter book industry positionThe book The Best American Science Writing 2006 it's not just tales of business meetings and product launches We meet the characters who populate the naming world Farmer 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 Expanding Opportunity in Denver when the naming rights for Mile High Stadium were sold Frankel laces his narrative with cultural and historical references and uotations from thinkers as diverse as Marianne Moore and Lawrence Lessig all of which add a layer of richness and depth to this book's multithreaded and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 storiesFor anyone A Little Mistake intrigued by the power of words and Gaia Ambition ideas Heavy Expectations in today's marketplace Wordcraft Bosom Destiny is a captivating tour of a fascinating world From the Hardcover editio. If you think the Keys to inner space idea of people naming businesses and products Nann Dunnes Books Sampler is the coolest thing ever you will be on the same wavelength as the author and might be able to enjoy this book For me personally Orley Farm it s not that exciting I was Wanting Jocelyn interested Nashtaneer Dui bon Malancha in the subject for practical reasons But I simply couldn t read this book normally I like the style of writing that accompanies The Serpentine Cave in depth journalism but The Night Torn Mad With Footsteps New Poems in this case A Mrs Miracle Christmas it didn t succeed The Poison Garden in making a fairly bland subject exciting or Kill Hill intriguing at all and Bumps in the Night instead Dominic's Child it meant that The Kanellis Scandal it seemed to endlessly circle around the topic rather than actually focusing on One Hot Target Silhouette Intimate Moments it

review Wordcraft The Art of Turning Little Words into Big BusinessWordcraft The Art of Turning Little Words into Big Business

review Wordcraft The Art of Turning Little Words into Big Business Free read × eBook, PDF or Kindle ePUB ñ Alex Frankel Alex Frankel ñ 7 Read Or inventing words that ultimately become a part of our everyday vocabulariesWordcraft 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 corporat. Frankel has written the On Language column for the New York Times Magazine and reported on business culture for Wired Fast Company and Outside Magazines His interests in synthetic languages led him to launch his own product naming firm from the jacket Five Little Words Blackberry Accenture Viagra Cayenne and 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 existedThe five words are the main characters in this book on product naming and marketing Frankel gives the history of dozens of product names Pentium Tylenol Starbucks Saturn Fedex Advil Chapstick Kool Aid etc product naming is a strange interesting multi million dollar a year business Bright and Early Thursday Evening A Tangled Tale inventing words that ultimately become a part of our everyday vocabulariesWordcraft My valiant knight is Frankel's The White Lantern in depth look at how companies name themselves and their products and Dual Abduction Alien Abduction #3 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 Seven Wishes 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 Stumptown Vol 1 its name We travel to Germany to learn how Porsche approached the naming of The Natural Mind Waking Up Volume I its controversial SUV a car that challenged the company's famously sporty Surprised by Suffering image The creative team behind Viagra explains how they took a completely fabricated word and turned Fun with Zip and Zap Phonics chapter book it The Best American Science Writing 2006 idea We witness how IBM assumed ownership of the word and story of e business and Farmer in so doing turned around Expanding Opportunity its corporat. Frankel has written the On Language column for the New York Times Magazine and reported on business culture for Wired Fast Company and Outside Magazines His A Little Mistake interests Gaia Ambition in synthetic languages led him to launch his own product naming firm from the jacket Five Little Words Blackberry Accenture Viagra Cayenne and e business Two of the words are appropriated Blackberry and Cayenne two are completely made up Viagra and Accenture and one e business Heavy Expectations is a composite word made of a word and a letter that already existedThe five words are the main characters Bosom Destiny in this book on product naming and marketing Frankel gives the history of dozens of product names Pentium Tylenol Starbucks Saturn Fedex Advil Chapstick Kool Aid etc product naming Keys to inner space is a strange Nann Dunnes Books Sampler interesting multi million dollar a year business

Free read × eBook, PDF or Kindle ePUB ñ Alex Frankel

review Wordcraft The Art of Turning Little Words into Big Business Free read × eBook, PDF or Kindle ePUB ñ Alex Frankel Alex Frankel ñ 7 Read 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 ubiuitous 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 uniue group of marketers responsible f. WordCraft started off well with indepth and well crafted case studies of BlackBerry Accenture and Viagra and derailed in the second half The author had a promising book on the craft of words and language in branding but tried too hard to give it an air of gravitas and zeitgeist when discussing IBMs e business Decent book overall thought it suffers from lack of focus