Famous: The Art of Naming Business Names

Author: Frankel
Publisher:
Publish Date: 2005-03-01
Features:
BlackBerry — a portable wireless communication device
Accenture — a globally renowned management consulting company that shed the heavy of Arthur Andersen
Viagra — an eye-catching pharmaceutical
Cayenne — a sports utility vehicle from Porsche
E-commerce — a defining keyword of the 21st century
These brilliant names are no longer confined to advertisements or packaging; they naturally resonate in our mouths and on our pens, creating extraordinary value in the economy and culture. Without realizing it, these words have swiftly integrated into our lives, and the master craftsmen behind them have not only created these memorable brand names but also crafted an entirely new world — a multi-dimensional space composed of words as its elements, products as its carriers, and rich connotations as its foundation. This is the enigmatic and enticing world that this book opens up for us.
Words have facilitated the formation and development of the modern market. They are everywhere yet invisible. For instance, where did names like "Saturn" and "Tylenol" come from? How did we start working with "Xerox" documents and drinking "Starbucks"? Which brands achieve widespread fame, and why do they become globally renowned? For veteran business journalist Jake Frankel, his initial curiosity led him to explore the evolution of successful commercial brand names from conception to creation. This journey, however, opened up a long-term quest. Along the way, he stepped into an unknown world — the realm of forward-thinking professional naming experts, a chaotic world before brand names take shape.
Through the author's vivid descriptions, we embark on a series of journeys through words and brand names. Initially driven by curiosity, the author sought to trace the evolution of successful brand names, from their conception to their final naming. This endeavor led to a prolonged exploration, plunging him into an unfamiliar world — the domain of visionary professional naming experts, a disordered realm before brand names are born. With the author's vivid narration, we experience countless journeys through words and brand names.