Accidental Branding: How Ordinary People Build Extraordinary by David Vinjamuri

By David Vinjamuri

Each year, hundreds of thousands of latest company are begun by means of individuals with no wisdom of recent advertising at all?and a few of them live to tell the tale and thrive. unintentional Branding tells the tale of 7 "accidental" manufacturers and the way their founders beat larger opponents by way of breaking the normal ideas of selling. profitable manufacturers like Burt's Bees, J. Peterman, and Clif Bar demonstrate how doing issues in a different way may end up in big-time good fortune. in case you are an entrepreneur or a marketer, this consultant will make it easier to construct improved manufacturers.

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

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The catalog they designed was unlike any other existing catalog, and more than anything it was responsible for creating the myth of J. Peterman. To begin with, the J. Peterman catalog was not a catalog at all. It was an Owner’s Manual, and at 51/2 inches × 101/2 inches it was an unusual size as well. Calling it the Owner’s Manual might have made sense to the consumer who had just taken possession of a J. Peterman Coat or shirt, but it was certainly a novelty for those who found one in their mailbox as Peterman began to purchase lists and undertake direct mailings.

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.

Creating the mythology for your brand means that you have to understand both the narrative and how it will be spoken and shared. This is not as simple as it sounds. For instance, Myriam Zaoui and Eric Malka decided to found The Art of Shaving for several different reasons. When she lived in France, Myriam had always wanted to have her own spa. Eric and Myriam had agreed to open a little retail shop in Manhattan together. And Myriam had created pre-shave oil for Eric that allowed him to shave more comfortably without geting razor c02 JWBK127/Vinjamuri January 23, 2008 7:54 Char Count= The Accidental Brand-Builder in You 19 burn.

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