Accidental Branding: How Ordinary People Build Extraordinary by David Vinjamuri

By David Vinjamuri

Each year, hundreds of thousands of latest enterprise are begun through individuals with no wisdom of recent advertising at all?and a few of them live on and thrive. unintentional Branding tells the tale of 7 "accidental" manufacturers and the way their founders beat greater opponents by way of breaking the traditional principles of selling. winning manufacturers like Burt's Bees, J. Peterman, and Clif Bar demonstrate how doing issues in a different way can result in big-time good fortune. in case you are an entrepreneur or a marketer, this advisor will enable you to construct more advantageous manufacturers.

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Extra info for Accidental Branding: How Ordinary People Build Extraordinary Brands

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It made investors more willing to consider a retail expansion, gave more cachet to holding a job at J. Peterman, and c03 JWBK127/Vinjamuri January 23, 2008 38 7:58 Char Count= ACCIDENTAL BRANDING made hiring easier for the company. It eventually landed Peterman CNN coverage and a shot at a network television show of his own. But Seinfeld put J. Peterman in the spotlight long before the organization was ready. The publicity instantly transformed the family-run Lexington enterprise from a scrappy bunch of outsiders to an industry model and consumer buzzword.

It also made J. Peterman a mainstream retailer, a role Peterman was not ready to take on. And the Owner’s Manual went from being a well-kept secret to being no secret at all. By outing the brand to a wider audience, Seinfeld actually caused J. Peterman to lose some of its cachet. The brand is still struggling to get back into the closet. Another problematic effect of the Seinfeld exposure was to confuse the J. Peterman myth for potential customers. The brand personality that Peterman, Staley, and their small company had so painstakingly created bit by bit over nearly a decade was satirized for a public largely unaware of it to begin with.

When a skateboarding brand stops supplying specialty products to skate shops so it can sell a few models in bigger numbers at chain stores, they have abandoned their core consumers. When an c02 JWBK127/Vinjamuri January 23, 2008 7:54 Char Count= 20 ACCIDENTAL BRANDING airline known for wide seats and great customer service starts charging for food and narrows those seats to “compete,” I cringe. Why? Not because doing those things would always be bad in itself, but because it is a sign that the companies are just trying to grow revenue and have forgotten what made them special.

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