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Wordcraft: The Art of Turning Little Words into Big Business

von Alex Frankel

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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.… (mehr)

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Tells the stories of several companies work to define themselves with new names (Accenture, the consulting arm of the now defunct Big Eight accounting firm Arthur Anderson) or terms such as e-business (IBM in the mid 1990's as they transitioned from big computing to network computing and were attempting to re-launch their company around this emerging technology). (

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deldevries | Sep 8, 2018 |

RABCK from hostile17; The author studies 5 words that didn't exist in the present context in 1994, but did in 2004: BlackBerry, Accenture, Viagra, Cayenne and e-business. He investigates the business of "naming", which I didn't even know WAS a business. And delves into how and why a name is picked. Is it trademarked or not? What is it supposed to do? Mean? Emotional or not? Something that gets added to the Oxford English Dictionary or not? Fascinating story, but the chapters don't need to be read sequentially, so it tended to get put down and burried periodically. Now off to MyssCyn as a tag. Sorry for the long wait! (

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nancynova | Mar 29, 2014 |

I just started this book but I probably won't finish it. I wish I had a word for non-fiction books that should have just been a magazine article. I don't think this topic can really support a book-length treatment. I really don't care about the author's moods/life quest/search for a job/what have you. This is greatly overblown. (

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jennieg | Apr 9, 2009 |

http://okreviews.blogsome.com/2005/08/ (

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darlenejoy | Dec 2, 2006 |

Frankel spoke about his work in business journalism, in 'Wordcraft' and his recently published 'Punching In', while visiting Norfolk Academy this April.
For more info see www.alexfrankel.com

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. --from Amazon.com

Diese Rezension wurde von mehreren Benutzern als Missbrauch der Nutzungsbedingungen gekennzeichnet und wird nicht mehr angezeigt (Anzeigen).

TunstallSummerReads | May 15, 2008 |

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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.

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