Word Craft is the insider's guide to how an elite group of writers - or namers, as they might call themselves - splice, dice, twist and otherwise invent words that become brand names. Frankel has spent the majority of his professional life running in this intimate and self-selecting world, and with authority and irreverence he clues us in to the truths (and half-truths!) behind the names of some of the most ubiquitous brands in business and popular culture today.
The element that most endeared me to Mr. Frankel's testimony is the personal thread that holds the book together. He shares the successes and failures of Quiddity, the naming firm he founded at a time when the Internet needed… Read more