03316nam 2200649Ia 450 991045131450332120200520144314.01-281-28513-797866112851350-470-28208-8(CKB)1000000000406998(EBL)335778(OCoLC)611583349(SSID)ssj0000096471(PQKBManifestationID)11127275(PQKBTitleCode)TC0000096471(PQKBWorkID)10082536(PQKB)10434624(MiAaPQ)EBC335778(Au-PeEL)EBL335778(CaPaEBR)ebr10296407(CaONFJC)MIL128513(EXLCZ)99100000000040699820070927d2008 uy 0engur|n|---|||||txtccrAccidental branding[electronic resource] how ordinary people build extraordinary brands /David VinjamuriHoboken, NJ John Wiley & Sons, Inc.c20081 online resource (226 p.)Description based upon print version of record.0-470-16506-5 Includes bibliographical references and index.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; IndexEvery 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.Branding (Marketing)United StatesCase studiesEntrepreneurshipUnited StatesCase studiesSerendipityUnited StatesCase studiesBusinesspeopleUnited StatesBiographyElectronic books.Branding (Marketing)EntrepreneurshipSerendipityBusinesspeople658.8/27658.827Vinjamuri David1964-925558MiAaPQMiAaPQMiAaPQBOOK9910451314503321Accidental branding2078187UNINA