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Accidental branding [[electronic resource] ] : how ordinary people build extraordinary brands / / David Vinjamuri



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Autore: Vinjamuri David <1964-> Visualizza persona
Titolo: Accidental branding [[electronic resource] ] : how ordinary people build extraordinary brands / / David Vinjamuri Visualizza cluster
Pubblicazione: Hoboken, NJ, : John Wiley & Sons, Inc., c2008
Descrizione fisica: 1 online resource (226 p.)
Disciplina: 658.8/27
658.827
Soggetto topico: Branding (Marketing) - United States
Entrepreneurship - United States
Serendipity - United States
Businesspeople - United States
Note generali: Description based upon print version of record.
Nota di bibliografia: Includes bibliographical references and index.
Nota di contenuto: 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; Index
Sommario/riassunto: Every 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.
Titolo autorizzato: Accidental branding  Visualizza cluster
ISBN: 1-281-28513-7
9786611285135
0-470-28208-8
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910784991303321
Lo trovi qui: Univ. Federico II
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