InWordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of howfive 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 isfilled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.