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Accidental branding : how ordinary people build extraordinary brands /
David Vinjamuri.
imprint
Hoboken, N.J. : John Wiley & Sons, Inc., c2008.
description
xii, 212 p.
ISBN
9780470165065 (cloth)
format(s)
Book
More Details
imprint
Hoboken, N.J. : John Wiley & Sons, Inc., c2008.
isbn
9780470165065 (cloth)
contents note
What is an accidental brand? -- The accidental brand-builder in you -- The storyteller: John Peterman (J. Peterman) -- The contrarian: Craig Newmark (craigslist) -- The tinkerer: Gary Erickson (Clif Bar) -- The visionary and the strategist: Myrian Zaoui and Eric Malka (The Art of Shaving) -- The pugilist: Gert Boyle (Columbia Sportswear) -- The perfectionist: Julie Aigner-Clark (Baby Einstein) -- The anarchist: Roxanne Quimby (Burt's Bees).
catalogue key
6412170
 
Includes bibliographical references and index.
A Look Inside
Excerpts
Flap Copy
This book discusses the phenomenal success of some very real people. They built some of the biggest and best-known consumer brands in the world-and they did it without any experience in marketing or branding. How did they achieve such profound success in such a super-competitive environment in which most new businesses fail? Accidental Branding explores this question by telling the personal stories of eight remarkable entrepreneurs. Accidental brands are those brands that dona't come from corporate headquarters but instead from ordinary, hardworking people with good ideas and a willingness to trust their instincts over the established rules of brand building. In Accidental Branding, marketing expert David Vinjamuri reveals how each of these entrepreneurs broke some of the same conventions of marketing-and became stronger for it. They beat established brands by doing things differently and doing them with passion. With Vinjamuri as your guide, youa'll meet John Peterman of the legendary J. Peterman catalog; Craig Newmark, founder of the online classified site craigslist.org; Gary Erickson, inventor of the Clif Bar; Myriam Zaoui and Eric Malka, founders of The Art of Shaving stores; "Mother" Gert Boyle of Columbia Sportswear; Julie Aigner-Clark, founder of Baby Einstein; and Roxanne Quimby of Burta's Bees.Accidental Branding reveals the new rules of renegade brand building that all eight of these inspiring entrepreneurs instinctively followed. They didna't go to business school to learn how to succeed. They didna't bother with consumer testing; they were the consumers-just like the rest of us. Read their stories and discover what it takes to grow a business and turn a brand into a household name. Ita's not always the marketing experts and corporate MBAs who build world-changing businesses. Sometimes ita's people like Craig, Julie, Roxanne-or even you. If youa're a small business owner, a future entrepreneur, or even a corporate marketer looking to build a more authentic brand, Accidental Branding offers an inside look at some of the worlda's best and least likely brand leaders.
Flap Copy
This book discusses the phenomenal success of some very real people. They built some of the biggest and best-known consumer brands in the world-and they did it without any experience in marketing or branding. How did they achieve such profound success in such a super-competitive environment in which most new businesses fail? Accidental Branding explores this question by telling the personal stories of eight remarkable entrepreneurs. Accidental brands are those brands that don't come from corporate headquarters but instead from ordinary, hardworking people with good ideas and a willingness to trust their instincts over the established rules of brand building. In Accidental Branding, marketing expert David Vinjamuri reveals how each of these entrepreneurs broke some of the same conventions of marketing-and became stronger for it. They beat established brands by doing things differently and doing them with passion. With Vinjamuri as your guide, you'll meet John Peterman of the legendary J. Peterman catalog; Craig Newmark, founder of the online classified site craigslist.org; Gary Erickson, inventor of the Clif Bar; Myriam Zaoui and Eric Malka, founders of The Art of Shaving stores; "Mother" Gert Boyle of Columbia Sportswear; Julie Aigner-Clark, founder of Baby Einstein; and Roxanne Quimby of Burt's Bees. Accidental Branding reveals the new rules of renegade brand building that all eight of these inspiring entrepreneurs instinctively followed. They didn't go to business school to learn how to succeed. They didn't bother with consumer testing; they were the consumers-just like the rest of us. Read their stories and discover what it takes to grow a business and turn a brand into a household name. It's not always the marketing experts and corporate MBAs who build world-changing businesses. Sometimes it's people like Craig, Julie, Roxanne-or even you. If you're a small business owner, a future entrepreneur, or even a corporate marketer looking to build a more authentic brand, Accidental Branding offers an inside look at some of the world's best and least likely brand leaders.
Flap Copy
This book discusses the phenomenal success of some very real people. They built some of the biggest and best-known consumer brands in the world-and they did it without any experience in marketing or branding. How did they achieve such profound success in such a super-competitive environment in which most new businesses fail? Accidental Branding explores this question by telling the personal stories of eight remarkable entrepreneurs.Accidental brands are those brands that don't come from corporate headquarters but instead from ordinary, hardworking people with good ideas and a willingness to trust their instincts over the established rules of brand building. In Accidental Branding, marketing expert David Vinjamuri reveals how each of these entrepreneurs broke some of the same conventions of marketing-and became stronger for it. They beat established brands by doing things differently and doing them with passion.With Vinjamuri as your guide, you'll meet John Peterman of the legendary J. Peterman catalog; Craig Newmark, founder of the online classified site craigslist.org; Gary Erickson, inventor of the Clif Bar; Myriam Zaoui and Eric Malka, founders of The Art of Shaving stores; "Mother" Gert Boyle of Columbia Sportswear; Julie Aigner-Clark, founder of Baby Einstein; and Roxanne Quimby of Burt's Bees.Accidental Branding reveals the new rules of renegade brand building that all eight of these inspiring entrepreneurs instinctively followed. They didn't go to business school to learn how to succeed. They didn't bother with consumer testing; they were the consumers-just like the rest of us. Read their stories and discover what it takes to grow a business and turn a brand into a household name.It's not always the marketing experts and corporate MBAs who build world-changing businesses. Sometimes it's people like Craig, Julie, Roxanne-or even you. If you're a small business owner, a future entrepreneur, or even a corporate marketer looking to build a more authentic brand, Accidental Branding offers an inside look at some of the world's best and least likely brand leaders.
Flap Copy
This book discusses the phenomenal success of some very real people. They built some of the biggest and best-known consumer brands in the world--and they did it without any experience in marketing or branding. How did they achieve such profound success in such a super-competitive environment in which most new businesses fail? Accidental Branding explores this question by telling the personal stories of eight remarkable entrepreneurs. Accidental brands are those brands that don't come from corporate headquarters but instead from ordinary, hardworking people with good ideas and a willingness to trust their instincts over the established rules of brand building. In Accidental Branding, marketing expert David Vinjamuri reveals how each of these entrepreneurs broke some of the same conventions of marketing--and became stronger for it. They beat established brands by doing things differently and doing them with passion. With Vinjamuri as your guide, you'll meet John Peterman of the legendary J. Peterman catalog; Craig Newmark, founder of the online classified site craigslist.org; Gary Erickson, inventor of the Clif Bar; Myriam Zaoui and Eric Malka, founders of The Art of Shaving stores; "Mother" Gert Boyle of Columbia Sportswear; Julie Aigner-Clark, founder of Baby Einstein; and Roxanne Quimby of Burt's Bees. Accidental Branding reveals the new rules of renegade brand building that all eight of these inspiring entrepreneurs instinctively followed. They didn't go to business school to learn how to succeed. They didn't bother with consumer testing; they were the consumers--just like the rest of us. Read their stories and discover what it takes to grow a business and turn a brandinto a household name. It's not always the marketing experts and corporate MBAs who build world-changing businesses. Sometimes it's people like Craig, Julie, Roxanne--or even you. If you're a small business owner, a future entrepreneur, or even a corporate marketer looking to build a more authentic brand, Accidental Branding offers an inside look at some of the world's best and least likely brand leaders.
Full Text Reviews
Appeared in Publishers Weekly on 2008-02-11:
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.) (c) Copyright PWxyz, LLC. All rights reserved
Reviews
Review Quotes
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)
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)
This item was reviewed in:
Publishers Weekly, February 2008
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Summaries
Back Cover Copy
Praise for Accidental Branding "Ia've fallen in love with Accidental Branding. It is my favorite business book for 2008!" -Diane K. DanielsonTopShelf Reading Picks Blogger, Entrepreneur.com CEO, Downtown Womena's Club and coauthor of The Savvy Gala'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 Burta's Bees in your basement, but that even experts can learn a lesson from the accidental marketers. Great stuff." -Seth Godinauthor 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.coma's YourBiz bloggerauthor 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
Back Cover Copy
Praise for Accidental Branding"Ia'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 Womena's Club and coauthor of The Savvy Gala'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 Burta'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.coma'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
Back Cover Copy
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
Back Cover Copy
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
Back Cover Copy
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
Long Description
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
Long Description
Praise for Accidental Branding "Ive 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 Womens Club and coauthor of The Savvy Gals 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 Burts 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.coms 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
Main Description
Accidental Branding describes how ordinary people are breaking the same rules in the same ways and building hugely successful companies in the process. Accidental Brands are worth studying because they do things differently. They break the 'rules' of marketing. And the successful ones have a big secret - their creators predictably break the same marketing rules in the same ways, time after time. This book explores how accidental brands become successful and gives you the skills to build an accidental brand - whether you are an entrepreneur or a corporate brand manager. Writing in the tradition of Malcolm Gladwell, David Vinjamuri uses characters to explain complicated ideas and practices and the result is as entertaining as it is instructional.
Main Description
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.
Main Description
How some of the most successful businesses today are winning by breaking the rules of marketing Every year, thousands of entrepreneurs who are completely unschooled in modern marketing techniques start new businesses. The majority of these businesses fail, but a few survive and grow to be large, powerful consumer brands. In Accidental Branding, David Vinjamuri tells the story of seven of these brands and how their founders beat consumer giants by following their instincts and breaking the A'rulesa? of marketing. In the stories of Burta's Bees, Craigslist, J. Peterman, The Art of Shaving, Columbia Sportswear, Clif Bar, and Baby Einstein, Vinjamuri shows how these ordinary people beat established brands by doing things differently. Most importantly, Accidental Branding shows how all of these brands broke the same rules of marketing in the same ways--and were stronger for it. Whether youa're an entrepreneur building your dream or a corporate marketer trying to build a more authentic brand, Accidental Branding will guide you to building stronger brands.David Vinjamuri (New York, NY) teaches Marketing at New York University and is founder and President of ThirdWay Brand Trainers, a marketing training company whose clients include American Express, Starwood Hotels, and other leading consumer brands. He is also a former brand manager at Johnson & Johnson and Coca-Cola.
Main Description
How some of the most successful businesses today are winning by breaking the rules of marketing Every year, thousands of entrepreneurs who are completely unschooled in modern marketing techniques start new businesses. The majority of these businesses fail, but a few survive and grow to be large, powerful consumer brands. In Accidental Branding, David Vinjamuri tells the story of seven of these brands and how their founders beat consumer giants by following their instincts and breaking the ?rules' of marketing. In the stories of Burt's Bees, Craigslist, J. Peterman, The Art of Shaving, Columbia Sportswear, Clif Bar, and Baby Einstein, Vinjamuri shows how these ordinary people beat established brands by doing things differently. Most importantly, Accidental Branding shows how all of these brands broke the same rules of marketing in the same ways--and were stronger for it. Whether you're an entrepreneur building your dream or a corporate marketer trying to build a more authentic brand, Accidental Branding will guide you to building stronger brands. David Vinjamuri (New York, NY) teaches Marketing at New York University and is founder and President of ThirdWay Brand Trainers, a marketing training company whose clients include American Express, Starwood Hotels, and other leading consumer brands. He is also a former brand manager at Johnson & Johnson and Coca-Cola.
Main Description
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
Main Description
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 Godinauthor 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 bloggerauthor 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
Main Description
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
Main Description
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
Main Description
Praise forAccidental Branding"I've fallen in love withAccidental 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 ofThe 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 ofMeatball Sundae"Accidental Brandingis 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 Brandingis a wake-up call for budding entrepreneurs who think a great brand is only about market research." -Eve TahminciogluMSNBC.com's YourBiz blogger, author ofFrom 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
Table of Contents
Forewordp. ix
Introductionp. xi
What Is an Accidental Brand?p. 1
The Accidental Brand-Builder in Youp. 9
The Storyteller: John Peterman (J. Peterman)p. 25
The Contrarian: Craig Newmark (craigslist)p. 51
The Tinkerer: Gary Erickson (Clif Bar)p. 73
The Visionary and the Strategist: Myriam Zaoui and Eric Malka (The Art of Shaving)p. 97
The Pugilist: Gert Boyle (Columbia Sportswear)p. 125
The Perfectionist: Julie Aigner-Clark (Baby Einstein)p. 145
The Anarchist: Roxanne Quimby (Burt's Bees)p. 169
Afterwordp. 195
Indexp. 199
Table of Contents provided by Ingram. All Rights Reserved.

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