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.
David Vinjamuri 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 & Resorts, and other leading consumer brands. David is a former brand manager at Johnson & Johnson and Coca-Cola. For more information, visit www.accidentalbranding.com.
Foreword ix Introduction xi What Is an Accidental Brand? 1 The Accidental Brand-Builder in You 9 The Storyteller: John Peterman (J. Peterman) 25 The Contrarian: Craig Newmark (craigslist) 51 The Tinkerer: Gary Erickson (Clif Bar) 73 The Visionary and the Strategist: Myriam Zaoui and Eric Malka (The Art of Shaving) 97 The Pugilist: Gert Boyle (Columbia Sportswear) 125 The Perfectionist: Julie Aigner-Clark (Baby Einstein) 145 The Anarchist: Roxanne Quimby (Burt s Bees) 169 Afterword 195 Index 199