Apex hides the hurt - Colson Whitehead

A brilliant contemporary satire on the world of marketing, advertising and corporate branding. A 'nomenclature consultant' ' an expert on naming the most disparate things, from antidepressants to cars, and spoons to plasters ' is summoned by the city authorities of Winthrop to decide on its new name. Lucky Aberdeen, the millionaire software entrepreneur, wants the name changed to something that will reflect the town's capitalist aspirations; Albie Winthrop, eccentric son of the town's aristocracy, thinks Winthrop is a perfectly appropriate name and can't imagine what the fuss is all about; and Regina Goode, the Mayor, a descendant of the black settlers who founded the town, has her own secret agenda for what the name should be. What name will our limping word-catcher finally choose, thus deciding the future of the whole town and population'