»Wordcraft

Wordcraft is Alex Frankel's examination of the business of branding: of finding words, creative slogans, and stories to express a brand's identity.

He presents five case studies: BlackBerry, Cayenne, Accenture, Viagra, and IBM's e-business, each peppered with anecdotes and solid first-hand reporting. The studies veer between business journalism and language commentary; Frankel's practical, straight-forward prose makes them easy to read and to follow. Although far from thrilling, this book was much more informative about brand development and identity than Dana Thomas's Deluxe, and provided more insight into why people want to identify with a brand. It's cool to think that you are part of the same consumer experience as your favourite sports figure, motion-picture actor, or politician ("Bob Dole knows a thing about Viagra.").