Naming. How the Word Game Becomes a Business
Naming. How the Word Game Becomes a Business
Book Description
The words that currently have the greatest, truly limitless power are brand names created by a small and closed community of marketers and linguists, known as neymers (from English pathe - "name"). These professional "word jugglers" are extraordinary creative personalities who play a key role in modern word-making, purposefully shaping the language of our world, transforming its culture and business climate. The author of "Naming", journalist Alex Frankel, professionally engaged in the development of brand names and trademarks for the largest companies in the world, gives us the opportunity to look into the closed and mysterious world of naming business and see how names are born behind the scenes of conventional marketing that will soon gain worldwide fame. The author tells about the development technologies and the stories of creating the names of world-famous brands. Behind each such name there are thousands and thousands of variants of words. You will learn how the names of products and brands invade our language and become conduits of a new culture and mythology, influencing our behavior and perception of the world.
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