Accidental Branding: How Ordinary People Build Extraordinary Brands

Accidental Branding: How Ordinary People Build Extraordinary Brands

by David Vinjamuri


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Product Details

ISBN-13: 9780470165065
Publisher: Wiley
Publication date: 03/21/2008
Pages: 224
Sales rank: 1,321,009
Product dimensions: 5.90(w) x 9.10(h) x 0.82(d)

About the Author

David Vinjamuri teaches marketing at New York University andis founder and President of ThirdWay Brand Trainers, a marketingtraining company whose clients include American Express, StarwoodHotels & Resorts, and other leading consumer brands. David is aformer brand manager at Johnson & Johnson and Coca-Cola.
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Table of Contents

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

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