Accidental branding : how ordinary people build extraordinary brands / David Vinjamuri.

Format:

Book

Author/Creator:

Vinjamuri, David, 1964-

Language:

English

Subjects (All):

Branding (Marketing)--United States--Case studies.

Branding (Marketing).

Entrepreneurship--United States--Case studies.

Entrepreneurship.

Serendipity--United States--Case studies.

Serendipity.

Businesspeople--United States--Biography.

Businesspeople.

Physical Description:

1 online resource (226 p.)

Edition:

1st ed.

Place of Publication:

Hoboken, NJ : John Wiley & Sons, Inc., c2008.

Language Note:

English

Summary:

Every year, thousands of new business are started by people with no knowledge of modern marketing at all?and some of them survive and thrive. Accidental Branding tells the story of seven ""accidental"" brands and how their founders beat bigger competitors by breaking the standard rules of marketing. Successful brands like Burt's Bees, J. Peterman, and Clif Bar reveal how doing things differently can lead to big-time success. If you're an entrepreneur or a marketer, this guide will show you how to build stronger brands.

Contents:

ACCIDENTAL BRANDING: How Ordinary People Build Extraordinary Brands; Acknowledgments; Contents; Foreword: Carolyn Kepcher; Introduction; WHAT IS AN ACCIDENTAL BRAND?; THE ACCIDENTAL BRAND-BUILDER IN YOU; RULE #1 - DO SWEAT THE SMALL STUFF; RULE #2 - PICK A FIGHT; RULE #3 - BE YOUR OWNCUSTOMER; RULE #4 - BE UNNATURALLY PERSISTENT; RULE #5 - BUILD A MYTH; RULE #6 - BE FAITHFUL; PUTTING IT ALL TOGETHER; THE STORYTELLER: JOHN PETERMAN (J. PETERMAN); THE CONTRARIAN: CRAIG NEWMARK (CRAIGSLIST); THE TINKERER: GARY ERICKSON (CLIF BAR)

THE VISIONARY AND THE STRATEGIST: MYRIAM ZAOUI AND ERIC MALKA (THE ART OF SHAVING)STEP 1: PREPARE; STEP 2: LATHER UP!; STEP 3: SHAVE; STEP 4: MOISTURIZE; THE PUGILIST: GERT BOYLE (COLUMBIA SPORTSWEAR); THE PERFECTIONIST: JULIE AIGNER-CLARK (BABY EINSTEIN); THE ANARCHIST: ROXANNE QUIMBY (BURT'S BEES); AFTERWORD; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

1-281-28513-7

9786611285135

0-470-28208-8

OCLC:

611583349