Apex Hides the Hurt: A Novel

Whitehead is excellent in the craft of writing. His writing style is fresh and unique. Unfortunately, I found that this story moved slowly in parts, but I did find myself smiling at the way he phrased certain things. The last section was enjoyable although I found myself wanting more out of the story in the end.

A character who is a nomenclature consultant. Sublime, exquisite and witty writing. The power of naming things and the trappings that befall them. This book blew me away!

Philosophical and humorous, this book is really about the power of the name and the unmooring that the modern world brings.

He can do no wrong.

Beautifully-written story by someone who clearly loves language. A quick read for those who hang upon a perfectly-crafted turn of phrase. An absolute delight for someone who loves the nuance of language. I lost track of the number of pages I dogeared simply in order to return one day and taste the passages a second time. Outstanding.

This books highlights the power of names. How we perceive our possessions, places and things of our lives. A pretty interesting story. A quick read and pretty well paced story told in alternating flashbacks with current events.

If you like words and what they mean then you'll enjoy this even though it's pretty thin plotwise.

Hilarious and witty if a little self-indulgent. Very fast read.

Very good fiction book on the topic of place branding in particular, and branding and identity in general!rnrnCleverly written! We devour the dual progress of the plot. On the one hand, we are intrigued by the mysterious past of the main character in his company. On the other hand, we follow the journey of this protagonist in the city that he has to re-brand. We are kept in suspense until the...more

Very good fiction book on the topic of place branding in particular, and branding and identity in general!rnrnCleverly written! We devour the dual progress of the plot. On the one hand, we are intrigued by the mysterious past of the main character in his company. On the other hand, we follow the journey of this protagonist in the city that he has to re-brand. We are kept in suspense until the denouement and ... apex of tensions: which name does the nomenclature consultant finally choose for the city?)rnrnWhile the main character is absolutely brilliant to figure out which name matches the better with the qualities of a product, triggering the most positive emotional perception of this product in people's mind, neither is his own name mentioned, nor is his physical aspect. Until the middle of the book, we don't know anythingabout what he looks like, except that his has this foot problem...rn rnStrongly recommended to marketing and place branding students!!!   hide