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Accidental Branding
How ordinary people built extraordinary brands
David Vinjamuri |
May 13, 2008 |
By Reg Nordman
This is a clearly written book about “accidental” entrepreneurs, who remained true to their brand promise. Vinjamuri has defined an accidental brand as one where:
- An individual who is not trained in marketing must create the brand.
- The individual must experience the problem that the brand solves.
- The individual must control the brand for at least three years.
So you will read about:
- Craig Newmark of Craig’s list,
- John Peterman of J.Peterman,
- Gary Erickson of Clif Bar,
- Gert Boyle of Columbia Sportswear,
- two founders of The Art of Shaving,
- Julie Aigner-Clark , Baby Einstein videos and
- Roxanne Quimby of Bert’s Bees.
These are all unique individuals in different industries who:
- remained really true to the customers “who bring ya to the dance”,
- were fanatical about details and product execution,
- may have had one really lucky break in their business, and
- have been able to capitalize on their success to go onto other things.
Well written and clearly in tune with the subject (I love it when marketing folks write a book). This is a useful book in that it reinforces that for today's market, the customer has to know they receive real value from authentic vendors. (Sounds like the Go-Giver). The depictions are very authentic and real.
Accidental Branding
How ordinary people built extraordinary brands
David Vinjamuri
2008
ISBN 9780470165065 |
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