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


If you’ve ever watched a medication commercial and wondered, “How the hell do they come up with the names for these things?”, then read this book. It’s not all about prescription drugs (though there is a chapter on the naming of Viagra); the book focuses on five words (Viagra, BlackBerry, e-business, Cayenne, and Accenture) and delves into their history and power in the marketpalace.

Some parts of the book were a little too dry and technical for me, but that’s just because I don’t give a crap about consulting firms. This book really, really opens your eyes about brand names and their usefulness. For the past two days, I can’t stop connecting the main points in the book to real life. I saw a commercial today for something called Elebrex (or something) and thought, “Huh. I wonder what other names they thought of while brainstorming? What is Elebrex supposed to convey to possible consumers?”

I think this is a really good book to geek out on. It wasn’t very entertaining, per se, but it was informative, interesting, and I think I learned a lot.


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