Download e-book for iPad: Accidental Branding: How Ordinary People Build Extraordinary by David Vinjamuri

By David Vinjamuri

ISBN-10: 0470165065

ISBN-13: 9780470165065

ISBN-10: 0470282088

ISBN-13: 9780470282083

Each year, hundreds of thousands of recent enterprise are began through individuals with no wisdom of recent advertising and marketing 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 higher rivals through breaking the traditional principles of promoting. winning manufacturers like Burt's Bees, J. Peterman, and Clif Bar demonstrate how doing issues another way may end up in big-time luck. if you are an entrepreneur or a marketer, this advisor will provide help to construct more advantageous manufacturers.

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

Sample text

The success of the coat, shirt, and bag, and the tricky economics of single-item newspaper ads, led Peterman and Staley to conclude that they needed to have a catalog—something they could send to customers to capture follow-up business. But neither man had any experience with direct mail and, in their haste, they neglected to call in any experts. 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.

It is this authenticity that makes the J. Peterman brand unique and valuable. Peterman says that one of the attractions of the ranch, for him, is the lack of sounds, the splendid isolation. I presume by this that he means man-made sounds, because the night air is alive with a cacophony of insects as I pad into the guest bedroom in Peterman’s cabin. But there is something comforting about the 200-year-old reclaimed oak floor against my bare feet, and about the solid spruce beams staring down at me as I lie on one of the two single beds, and soon I am awakened by morning light from the window.

On the other hand, the one existing J. Peterman retail store (in the company’s hometown of Lexington, Kentucky) had been profitable nearly since Peterman had opened it in 1992. It was his own personal laboratory, an experiment that he was immensely fond of. His metaphor for the store was his grandmother’s barn, a place he had explored as a child. He wrote about c03 JWBK127/Vinjamuri January 23, 2008 7:58 Char Count= The Storyteller: John Peterman (J. Peterman) 41 his experience in the Owner’s Manual, in the description for a piece of luggage: It’s time to go to the secret barn .

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Accidental Branding: How Ordinary People Build Extraordinary Brands by David Vinjamuri

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