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008			080325s2008 nju 001 0ceng d
010			_a 2007039475
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050	0	0	_aHF5415.1255 _b.V56 2008
082	0	0	_a658.827 _222
100	1		_aVinjamuri, David, _d1964- _eauthor. _9441580
245	1	0	_aAccidental branding : _bhow ordinary people build extraordinary brands / _cDavid Vinjamuri.
264		1	_aHoboken, N.J. : _bJohn Wiley & Sons, _c[2008]
264		4	_c©2008
300			_axii, 212 pages ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aIncludes index.
505	0		_aWhat 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.
520			_a"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.
588			_aMachine converted from AACR2 source record.
650		0	_aBranding (Marketing) _zUnited States _vCase studies _9723575
650		0	_aEntrepreneurship _zUnited States _vCase studies _9711265
650		0	_aSerendipity _zUnited States _vCase studies _9723588
650		0	_aBusinesspeople _zUnited States _vBiography _9584433
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0809/2007039475-b.html
907			_a.b11362686 _b10-06-19 _c27-10-15
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