ISBN: 9780470165065

This book discusses the phenomenal success of some very real people. They built some of the biggest and best-known consumer brands in the worldand they did it without any experience in ma… More...

This book discusses the phenomenal success of some very real people. They built some of the biggest and best-known consumer brands in the worldand they did it without any experience in marketing or branding. How did they achieve such profound success in such a super-competitive environment in which most new businesses fail? Accidental Branding explores this question by telling the personal stories of eight remarkable entrepreneurs. Accidental brands are those brands that don't come from corporate headquarters but instead from ordinary, hardworking people with good ideas and a willingness to trust their instincts over the established rules of brand building. In Accidental Branding, marketing expert David Vinjamuri reveals how each of these entrepreneurs broke some of the same conventions of marketingand became stronger for it. They beat established brands by doing things differently and doing them with passion. With Vinjamuri as your guide, you'll meet John Peterman of the legendary J. Peterman catalog; Craig Newmark, founder of the online classified site craigslist.org; Gary Erickson, inventor of the Clif Bar; Myriam Zaoui and Eric Malka, founders of The Art of Shaving stores; "Mother" Gert Boyle of Columbia Sportswear; Julie Aigner-Clark, founder of Baby Einstein; and Roxanne Quimby of Burt's Bees. Accidental Branding reveals the new rules of renegade brand building that all eight of these inspiring entrepreneurs instinctively followed. They didn't go to business school to learn how to succeed. They didn't bother with consumer testing; they were the consumersjust like the rest of us. Read their stories and discover what it takes to grow a business and turn a brand into a household name. It's not always the marketing experts and corporate MBAs who build world-changing businesses. Sometimes it's people like Craig, Julie, Roxanneor even you. If you're a small business owner, a future entrepreneur, or even a corporate marketer looking to build a more authentic brand, Accidental Branding offers an inside look at some of the world's best and least likely brand leaders. Engelse Boeken Managementboeken Alle managementboeken Engelse Boeken > Managementboeken > Alle managementboeken Hardcover, [PU: Wiley]<

2008, ISBN: 9780470165065

Praise for Accidental Branding 'I've fallen in love with Accidental Branding. It is my favorite business book for 2008!' --Diane K. Danielson, TopShelf Reading Picks Blogger, Entrepre… More...

Praise for Accidental Branding 'I've fallen in love with Accidental Branding. It is my favorite business book for 2008!' --Diane K. Danielson, TopShelf Reading Picks Blogger, Entrepreneur.com CEO, Downtown Women's Club and coauthor of The Savvy Gal's Guide to Online Networking (or What Would Jane Austen Do?) 'The central idea of this book is nothing short of brilliant. Not that you can start a business like Burt's Bees in your basement, but that even experts can learn a lesson from the accidental marketers. Great stuff.' --Seth Godin, author of Meatball Sundae 'Accidental Branding is a gift from a master storyteller. Vinjamuri has an extensive knowledge of brands and a keen nose for great stories.' --Scott WilliamsChief Marketing Officer, Morgans Hotel Group 'Accidental Branding is a wake-up call for budding entrepreneurs who think a great brand is only about market research.' --Eve TahminciogluMSNBC.com's YourBiz blogger, author of From the Sandbox to the Corner Office 'Vinjamuri tells stories to get us to think differently about familiar brands.A great read!' --Dawn KiernanDirector of Marketing, American Express Buch (fremdspr.) David Vinjamuri gebundene Ausgabe, John Wiley & Sons, Inc., 25.04.2008, John Wiley & Sons, Inc., 2008<