Download e-book for kindle: 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 all started by way of individuals with no wisdom of contemporary advertising and marketing at all?and a few of them live to tell the tale and thrive. unintended Branding tells the tale of 7 "accidental" manufacturers and the way their founders beat larger opponents by way of breaking the traditional principles of promoting. winning manufacturers like Burt's Bees, J. Peterman, and Clif Bar display how doing issues otherwise can result in big-time luck. if you are an entrepreneur or a marketer, this consultant will make it easier to construct greater manufacturers.

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

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But when the two started to talk, they found that they had much in common. “I live the same life as Peterman,” O’Hurley tells me as we lounge in his suite at the Trump International Hotel and Tower on Columbus Circle in Manhattan. In fact, O’Hurley has just arrived from South Africa and will be heading to Spain in a matter of days. “He would send me clothes and I would send him wine,” O’Hurley says of the early days of his friendship with Peterman. I ask him about the differences between them and O’Hurley smiles.

Peterman Company (including his wife, Audrey), sit in on merchandising meetings, and see how the business runs. I am not sure he realizes that my central goal for engineering the entire trip is to visit the ranch I’m now standing on. After spending four hours interviewing Peterman in New York City a few weeks earlier, I’ve become convinced that the ranch will explain some of the mysteries of the myth he so successfully created. Even before Seinfeld, people were telling stories about J. Peterman.

Nine pockets. Peterman Coat,they’re going to say, “Where did you get it? ” Tell them somewhere east of Laramie. c03 JWBK127/Vinjamuri January 23, 2008 7:58 Char Count= The Storyteller: John Peterman (J. Peterman) 31 The April ad helped Peterman sell $15,000 that month. Then the business started to grow exponentially. All in all, the new company, which initially consisted of just Peterman, Staley, and Peterman’s wife, Audrey, took in $580,000 that year, all in dusters. With this success, Peterman began to expand.

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

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