title: The Making of a Name: The Inside Story of the Brands We Buy
author:  Steve Rivkin 
description: 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  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. <i>(Jan.)</i> <br />Copyright  Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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  > Michael Hyslip
  
    
  
  Invisible Threads
  
    
  
  Copyright © 2019 by Michael Hyslip
  
    
  
  All rights reserved. No part of this publication may be reproduced, stored or
  transmitted in any form or by any means, electronic, mechanical, photocopying,
  recording, scanning, or otherwise without written permission from the
  publisher. It is illegal to copy this book, post it to a website, or
  distribute it by any other means without permission.
  
  This novel is entirely a work of fiction. The names, characters and incidents
  portrayed in it are the work of the author's imagination. Any resemblance to
  actual persons, living or dead, events or localities is entirely coincidental.
  
  Designations used by companies to distinguish their products are often claimed
  as trademarks. All brand names and product names used in this book and on its
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  their respective owners. The publishers and the book are not associated with
  