Wordcraft The Art of Turning Little Words into Big Business

ALEX FRANKEL has written the "On Language" column for The New York Times Magazine and reported on business culture for Wired, Fast Company, and Outside. His interest in synthetic language led him to launch his own naming firm and spend twelve months hunting down the origins of leading brand names. He lives in San Francisco. Visit www.wordcraftbook.com. From the Hardcover edition.Frankel, Alex is the author of 'Wordcraft The Art of Turning Little Words into Big Business', published 2005 under ISBN 9781400051052 and ISBN 1400051053.