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Wordcraft: The Art of Turning Little Words into Big Business Paperback – Mar 22 2005


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Product Details

  • Paperback: 256 pages
  • Publisher: Three Rivers Press; Reprint edition (March 22 2005)
  • Language: English
  • ISBN-10: 1400051053
  • ISBN-13: 978-1400051052
  • Product Dimensions: 1.6 x 13.1 x 20.2 cm
  • Shipping Weight: 181 g
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Bestsellers Rank: #625,952 in Books (See Top 100 in Books)


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Customer Reviews

4.4 out of 5 stars
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Most helpful customer reviews

By A Customer on May 14 2004
Format: Hardcover
Great book. Fast read and Frankel has a lot of insight into the industry.
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Format: Hardcover
I will never think of "Viagra" the same way again. Frankel is an astute verbal anthropologist; he takes recent brand names ("blackberry") that have become household words and traces them back to their roots -- back to their early beginnings as ideas in a focus group meeting, scribbles in a whiteboard session, a twinkle in the eye of a member of the word-obsessed "naming" community. The world of creating corporate brand names is both thrilling and terrifying. (You learn how Frito-Lay has teams of scientists who have calculated the precise times of day in which people crave salt or sugar, so the company can play their commercials at the right times.) Frankel, a wonderful wordsmith himself, brings each brand's story alive. He has created the year's must-read book for anyone in advertising, marketing, business, or the business of names.
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Format: Hardcover
What I enjoyed about Wordcraft is the way Frankel examines the everyday, and in many ways, obvious use of "name" in branding and how that effects consumer patterns (and sometimes corporate). That being said, it is more then just the name, but the color, font and movement of the name. This book coupled with a book by Paco Underhill (Why We Buy)should be required reading for first year namers/branders, etc.
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By A Customer on May 4 2004
Format: Hardcover
What a great look inside the workings of the marketing world, for someone like me, who is not in that profession. The personal insight was very interesting and enticing. I want to know how many job offers Mr. Frankel received from this book. I would hire him to help my business-he is so creative and articulate.
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By A Customer on May 4 2004
Format: Hardcover
What a great look inside the workings of the marketing world, for someone like me, who is not in that profession. The personal insight was very interesting and enticing. I want to know how many job offers Mr. Frankel received from this book. I would hire him to help my business-he is so creative and articulate.
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