WordcraftBy: Alex Frankel In Wordcraft, Alex Frankel, a business writer who once briefly worked as a namer, tells the story of how ve major brands got their names: BlackBerry, Accenture, Viagra, the Porsche Cayenne, and IBMs e business. Behind each name is an account of how words and language infuse the products we use every day with meaning, and how great words actually succeed in changing peoples behavior. The book is lled with stories about words that come