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

Includes index.

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) -- Afterword.

"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.;"--Publisher description.

Machine converted from AACR2 source record.