(Paperback)

In "Wordcraft," 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 IBMUs "e-business."

(Paperback)

Presents the author's quest to find out: how some of the giants of commerce turn thousands of average job applicants into loyal-even fanatical-workers; how do they identify and recruit workers who will best fit their companies; and, how do they indoctrinate employees into their corporate cultures and make them perfect messengers of their brands.