Download PDF The Making of a Name: The Inside Story of the Brands We Buy By Steve Rivkin, Fraser Sutherland
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The Making of a Name: The Inside Story of the Brands We Buy By Steve Rivkin, Fraser Sutherland
Download PDF The Making of a Name: The Inside Story of the Brands We Buy By Steve Rivkin, Fraser Sutherland
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- Sales Rank: #1648935 in Books
- Published on: 2005-01-13
- Original language: English
- Number of items: 1
- Dimensions: 6.00" h x 1.10" w x 9.00" l, 2.20 pounds
- Binding: Hardcover
- 288 pages
From Publishers Weekly
The naming industry sprang up in the 1980s to deal with the complexities of brand identity, the legal maze of eligibility and the pitfalls of translation. In this encyclopedic compilation, Rivkin, proprietor of a U.S. naming consultancy and Sutherland, a Canadian author and editor, mix business with linguistics in an attempt to demystify the name game. In Part I they distinguish among the basic types of names: descriptive, allusive and coined. Part II, on the naming process, offers a massive amount of recycled information, from right-brain/left-brain functioning to obvious brainstorming methods à la marketing 101; a blizzard of lexicographic, phonetic and linguistic factoids; a brief dissertation on the origins of speech; a litany of familiar cautionary tales about the perils of translation; and much more. All of this is exhaustively researched and appropriately cited; while some of it bears a direct relation to naming, a great deal comes across as too much icing. Part III, an overview of naming firms and alternatives, concludes with Rivkin's own finding that companies consider naming consultants less effective than internal task forces or agencies. If this overstuffed volume is representative of the field, that comes as no surprise. (Jan.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"This authoritative and fascinating book on names and naming will be used by entrepreneurs, students, inventors, marketers, and wordsmiths at all levels. Recommended."--Library Journal
"Right now, all over America, millions of freelancers are starting companies, inventing products and marketing their services. Whether they're laid-off dot-com kids or unfulfilled Boomers, they have one thing in common--they all need names. Sadly for them, there's no book on the market that lays out the process. Rivkin and Sutherland's book will fill that gap. It's packed with useful 'how to' as well as tales both inspiring and cautionary: back-stories on the brand names we know--and why we love or hate them."--Laurie Pollock, formerly Senior Partner, Planning Director at Ogilvy & Mather Advertising in New York
About the Author
Steve Rivkin, the proprietor of the highly successful U.S. naming consultancy Rivkin & Associates, is the co-author of many books on branding, among them IdeaWise, The New Positioning, and Differentiate or Die, which have sold in the hundreds of thousands. A Canadian, Fraser Sutherland is the author of 11 books. As an editor he's been involved in major dictionary projects spread across three countries.
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