He has created the year's must-read book for anyone in advertising, marketing, business, or the business of names.
The best part of the book is Frankel's depiction of the naming of the products of the pharmaceutical industry, especially the naming of Viagra.
His first-hand experiences provide the reader with a true understanding of how companies craft a brand from a name.
Without any doubt the best book in my graphic design and brand identity library. It has reinforced my belief in the unquestionable value of a smart brand name. Read morePublished 2 months ago by Ana Moreira Cunhal
A good read and very helpful for my project on creating a brand. Gave me a heap of ideas I had not consideredPublished 7 months ago by Kim Davis
Alex Frankel is a most inquisitive writer with an engaging and whimsical approach to his craft. He doesn't take himself too seriously, nor does he seem intimidated by ruffling the... Read morePublished on December 4, 2009 by Larry Underwood
In "Wordcraft," Alex Frankel ushers readers into the highly secretive and competitive naming industry where companies such as Porsche, IBM and Pfizer risk millions of dollars to... Read morePublished on January 16, 2007 by Neil Sagebiel
If you have work to do in naming -this is such a well written book you are certain to find value from the thirteen bucks. Read morePublished on March 29, 2006 by David O. Shantz
Very entertaining and insightful reading. Mr. Frankel is a master storyteller who both entertains his readers and delivers great insight into the world of naming. Read morePublished on September 7, 2005 by C. Rodde