Chapter 5

Eh. I really do enjoy this Wordcraft book. However, Chapter 5 was brutal. It started out promising then in the middle of him telling this compelling story of a multi billion dollar company splitting, he goes off on a tangent that lost me. Now I dont know if I just didn't understand, was fed up with reading, my ADD was kicking up, but I had enough. Thank God I trucked forward to here what the name ended up being but still. I felt like I could have cut out 8 pages.

The second thing that got me was the prize of going to Australia for winning the branding contest. This type of corporate crap pisses me off. I think the number was around $30 million that they spent on adverting the new name, probably more. Your telling me you couldint give this guy one million for naming your multi billion dollar company. Honestly, i'd be pissed. Yeah, a trip to Australia is nice, BUT COME ON!!!!!!