Accidental Branding. How Ordinary People Build Extraordinary Brands

  • ID: 2325334
  • Book
  • 224 Pages
  • John Wiley and Sons Ltd
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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, 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′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

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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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The stories of acclaimed entrepreneurs like John Peterman (J. Peterman) and Gert Boyle (Columbia Sportswear), whose brands generate a cult–like loyalty from consumers, give this book a lively flavor that goes down better than any list of dry strategies. Author Vinjamuri a marketing professor at New York University and the founder of a marketing training company reports that every brand I wanted to write about started with some fortuitous accident visited upon perfectionists who sweat every detail. Gary Erickson, creator of the Clif Bar, is one such perfectionist; a long–distance cyclist disgusted with foul–tasting energy bars, he invented his own bar, more delicious and nutritious than any of its competitors. Another example is Roxanne Quimby, who was living in a tent in Maine with her five–year–old twin daughters when Burt Shavitz, a beekeeper, picked her up hitchhiking and inspired her Burt′s Bees brand. Luck and good timing played a role for these businesspeople, but their success ultimately stemmed from an ability to think like their own consumer. Despite a tendency to digress, Vinjamuri has a similar understanding of his readers. The chapter he dedicates to his own conclusions is thoughtful enough, but not nearly as compelling as the stories of the entrepreneurs themselves.(Apr.) (Publishers Weekly, February 8, 2008)
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