Posts Tagged ‘Wordcraft’
‘Wordcraft’ details birth of brand names, semantics of ‘berries’
Tuesday, May 25th, 2004
There is a moment every marketer both dreams of and fears. It is the time when a brand name, by decree of the dictionary or whims of the zeitgeist, becomes a common noun or a verb. This can be a blessing — the ultimate validation of a name that is both catchy and meaningful. But it can also be a curse. The more widely a word is used, the harder it is to legally protect as a trademark. So we “xerox” a memo, “fed-ex” a package or “google” a blind date, to the chagrin of squads of copyright attorneys in corporate headquarters.
In a brand name’s infancy, however, the thought of gaining this kind of cultural currency is an inspiration to professional namers, says Alex Frankel in his new book Wordcraft: The Art of Turning Little Words Into Big Business (Crown, $24.95).
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