This book discusses the phenomenal success of some very real people. They built some of the biggest and best-known consumer brands in the world—and 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 marketing—and 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 consumers—just 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, Roxanne—or 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.