{"product_id":"wordcraft-paperback-by-alex-frankel","title":"Wordcraft Paperback by Alex Frankel","description":"\u003cbody\u003e\n                \n                    \n                        \u003ch2\u003e\u003cstrong\u003eProduct Details\u003c\/strong\u003e\u003c\/h2\u003e\n                        \u003cul\u003e\n                            \u003cli\u003e\n\u003cstrong\u003ePublisher\u003c\/strong\u003e: \u003cb\u003eCrown Currency\u003c\/b\u003e \u003cb\u003e(2005-03-22)\u003c\/b\u003e\n\u003c\/li\u003e\n                            \u003cli\u003e\n\u003cstrong\u003eLanguage\u003c\/strong\u003e: \u003cstrong\u003eEnglish\u003c\/strong\u003e\n\u003c\/li\u003e\n                            \u003cli\u003e\n\u003cstrong\u003ePaperback\u003c\/strong\u003e: \u003cstrong\u003e256\u003c\/strong\u003e \u003cb\u003epages\u003c\/b\u003e\n\u003c\/li\u003e\n                            \u003cli\u003e\n\u003cstrong\u003eISBN-13\u003c\/strong\u003e: \u003cstrong\u003e9781400051052\u003c\/strong\u003e\n\u003c\/li\u003e\n                            \u003cli\u003e\n\u003cstrong\u003eItem Weight\u003c\/strong\u003e: \u003cstrong\u003e200.72\u003c\/strong\u003e \u003cb\u003egrams\u003c\/b\u003e\n\u003c\/li\u003e\n                            \u003cli\u003e\n\u003cstrong\u003eDimensions\u003c\/strong\u003e: \u003cstrong\u003e20.32 x 13.46 x 1.52\u003c\/strong\u003e \u003cb\u003ecm\u003c\/b\u003e\n\u003c\/li\u003e\n                        \u003c\/ul\u003e\n                        \u003cbr\u003e\n                        \u003cp\u003eIn \u003ci\u003eWordcraft\u003c\/i\u003e, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how five 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 is filled with stories about words that come from every corner of our world: technology, health, sports, food, business, and more.\u003c\/p\u003e\n                        \u003ch3\u003e\u003cstrong\u003eAbout the Author\u003c\/strong\u003e\u003c\/h3\u003e\n                        \u003cp\u003eAlex Frankel has written the “On Language” column for \u003ci\u003eThe New York Times Magazine\u003c\/i\u003e and reported on business culture for \u003ci\u003eWired\u003c\/i\u003e, \u003ci\u003eFast Company\u003c\/i\u003e, and \u003ci\u003eOutside\u003c\/i\u003e. His interest in synthetic language led him to launch his own naming ?rm and spend twelve months hunting down the origins of leading brand names. He lives in San Francisco.\u003c\/p\u003e\n                    \n                \n            \u003c\/body\u003e","brand":"Best Bookstore","offers":[{"title":"New","offer_id":46555482292385,"sku":"BBSNIJ9781400051052","price":24.69,"currency_code":"CAD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0525\/2084\/5473\/files\/9781400051052.jpg?v=1781789213","url":"https:\/\/www.bestbookstore.ca\/products\/wordcraft-paperback-by-alex-frankel","provider":"Best Book Store","version":"1.0","type":"link"}