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ACCIDENTAL BRANDING: ORDINARY PEOPLE BUILD EXTRAORDINARY BRANDSVINJAMURI D.wydawnictwo: WILEY, 2008, wydanie Icena netto: 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. Table of Contents Foreword. Chapter I. What is an Accidental Brand. Chapter II. The Accidental Brand-Builder in You. Chapter III. The Storyteller John Peterman (J. Peterman). Chapter IV. Craig Newmark (Craigslist). Chapter V. Gary Erickson (Clif Bar). Chapter VI. Myrian Zaoui and Eric Malka (The Art of Shaving). Chapter VII. Gert Boyle (Columbia Sportswear). Chapter VIII. Julie Aigner-Clark (Baby Einstein). Chapter IX. Roxanne Quimby (Burt's Bees). Afterword. 224 pages, Hardcover
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