LEADER 03283nam  2200637Ia 450 
001 9910784991303321
005 20230721031006.0
010   $a1-281-28513-7
010   $a9786611285135
010   $a0-470-28208-8
035   $a(CKB)1000000000406998
035   $a(EBL)335778
035   $a(OCoLC)611583349
035   $a(SSID)ssj0000096471
035   $a(PQKBManifestationID)11127275
035   $a(PQKBTitleCode)TC0000096471
035   $a(PQKBWorkID)10082536
035   $a(PQKB)10434624
035   $a(MiAaPQ)EBC335778
035   $a(Au-PeEL)EBL335778
035   $a(CaPaEBR)ebr10296407
035   $a(CaONFJC)MIL128513
035   $a(EXLCZ)991000000000406998
100   $a20070927d2008      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aAccidental branding$b[electronic resource] $ehow ordinary people build extraordinary brands /$fDavid Vinjamuri
210   $aHoboken, NJ $cJohn Wiley & Sons, Inc.$dc2008
215   $a1 online resource (226 p.)
300   $aDescription based upon print version of record.
311   $a0-470-16506-5 
320   $aIncludes bibliographical references and index.
327   $aACCIDENTAL 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)
327   $aTHE 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
330   $aEvery 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.
606   $aBranding (Marketing)$zUnited States$vCase studies
606   $aEntrepreneurship$zUnited States$vCase studies
606   $aSerendipity$zUnited States$vCase studies
606   $aBusinesspeople$zUnited States$vBiography
615  0$aBranding (Marketing)
615  0$aEntrepreneurship
615  0$aSerendipity
615  0$aBusinesspeople
676   $a658.8/27
676   $a658.827
700   $aVinjamuri$b David$f1964-$01542277
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910784991303321
996   $aAccidental branding$93794864
997   $aUNINA