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Accidental Branding. How Ordinary People Build Extraordinary Brands

  • ID: 2325334
  • Book
  • April 2008
  • 224 Pages
  • John Wiley and Sons Ltd
Praise for Accidental Branding

"I′ve fallen in love with Accidental Branding. It is my favorite business book for 2008!"
Diane K. Danielson, TopShelf Reading Picks Blogger, Entrepreneur.com CEO, Downtown Women′s Club and coauthor of The Savvy Gal′s Guide to Online Networking (or What Would Jane Austen Do?)

"The central idea of this book is nothing short of brilliant. Not that you can start a business like Burt′s Bees in your basement, but that even experts can learn a lesson from the accidental marketers. Great stuff."
Seth Godin, author of Meatball Sundae

"Accidental Branding is a gift from a master storyteller. Vinjamuri has an extensive knowledge of brands and a keen nose for great stories."
Scott WilliamsChief Marketing Officer, Morgans Hotel Group

"Accidental Branding is a wake–up call for budding entrepreneurs who think a great brand is only about market research."
Eve TahminciogluMSNBC.com′s YourBiz blogger, author of From the Sandbox to the Corner Office

"Vinjamuri tells stories to get us to think differently about familiar brands.A great read!"
Dawn KiernanDirector of Marketing, American Express

Note: Product cover images may vary from those shown

Foreword ix

Introduction xi

What Is an Accidental Brand? 1

The Accidental Brand–Builder in You 9

The Storyteller: John Peterman (J. Peterman) 25

The Contrarian: Craig Newmark (craigslist) 51

The Tinkerer: Gary Erickson (Clif Bar) 73

The Visionary and the Strategist: Myriam Zaoui and Eric Malka (The Art of Shaving) 97

The Pugilist: Gert Boyle (Columbia Sportswear) 125

The Perfectionist: Julie Aigner–Clark (Baby Einstein) 145

The Anarchist: Roxanne Quimby (Burt s Bees) 169

Afterword 195

Index 199

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David Vinjamuri
Note: Product cover images may vary from those shown