Famous--The Art of Naming Business Names

Author: Alex Frankel
Publisher:
Publishing Time: Not Available
Features:
BlackBerry – a portable wireless communication device
Accenture – a globally renowned management consulting company that shed the heavy burden of Arthur Andersen
Viagra – an eye-catching pharmaceutical
Cayenne – a sports utility vehicle from Porsche
E-commerce – a hallmark keyword of the 21st century
These shining names have long transcended mere advertisements or packaging, vividly and naturally appearing in our mouths or on our pens, creating extraordinary value in the economy and culture. Without realizing it, these words have swiftly integrated into our lives at an accelerated pace. The master craftsmen behind these words have not only created these powerful brand names but have also crafted an entirely new world – a multi-dimensional space where words are the elements, products are the carriers, and rich connotations form the foundation. This is the mysterious and enticing world that this book opens for us.
Words have facilitated the formation and development of the modern market. They are everywhere yet invisible. Or, how did names like "Saturn" and "Tylenol" come to be? How did we start working with "Xerox" documents and drinking "Starbucks"? Which brands achieve widespread fame, and why do they become renowned? For veteran business journalist Alex Frankel, he initially embarked on this journey out of curiosity, attempting to trace the evolution of successful commercial brand names from their conception to their creation. Unbeknownst to him, this led him on a long and enduring exploration.
Along this path, he stepped into an unknown world – a world of forward-thinking professional naming experts, a chaotic realm before brand names took shape. Through the author's vivid descriptions, we embark on a series of journeys through words and brand names.
The author initially embarked on this journey out of curiosity, attempting to trace the evolution of successful brand names, corporate names, and other commercial names from their conception to their creation. As a result, this led him on a long and enduring exploration, plunging him into an unknown world – a realm of forward-thinking professional naming experts, a chaotic space before brand names were born. Through the author's vivid descriptions, we experience a series of journeys through words and brand names.