Tuesday, November 3, 2009

Best book on brand naming

Best book on brand naming is still Alex Frankel's Wordcraft: The Art of Turning Little Words Into Big Business (2005). Recounts the creative and procedural provenance of Blackberry, Accenture and other storied names. Ruminates on the value and power of brands. Packed with insight into the malleability and impact of words.

Would Blackberry have been as successful if the device had been marketed under its original, working name "PocketLink"? Think it over. And see a list of alternative names once considered by the creators of Blackberry in Wordcraft. You'll laugh, you'll cry.

By the way, ever suspect that names aren't that influential? Here is the last word on that debate:



Jay Livingston said...

I've come across recent Internet stuff, blog posts, referring to "rejected dwarf names." Disney culled the seven from a long list, apparently. And there are comedians who do a bit on this -- PassiveAggressivey, etc.

brandsinger said...

Thanks, Jay. Yes, this little girl here has talent. Have to pay her in ice cream.


David Airey said...

Hi Claude, thanks for the book recommendation. Seems like a good one.

Ciao for now.

brandsinger said...

Hi David. Thanks for joining in. The chapter on Accenture is a primer on corporate strategic branding.