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010   $a9786611285135
010   $a0-470-28208-8
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100   $a20070927d2008      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
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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-$01658797
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801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910808083503321
996   $aAccidental branding$94013060
997   $aUNINA