Apex hides the hurt
By: Colson Whitehead
Published: 2018
Language: eng
Number of pages: 211
ISBN-13: 9780708898758; 9780708898741
Copyright date: 2006
Subjects: Geographical Names; Marketing consultants; Branding (Marketing); City and town life; Fiction
Description: The town of Winthrop has decided it needs a new name. The resident software millionaire wants to call it New Prospera; the mayor wants to return to the original choice of the founding black settlers; and the town's aristocracy sees no reason to change the name at all. What they need, they realize, is a nomenclature consultant.  And, it turns out, the consultant needs them. But in a culture overwhelmed by marketing, the name is everything and our hero's efforts may result in not just a new name for the town but a new and subtler truth about it as well.
Notes: First published: 2006.