Accidental Branding: How Ordinary People Build Extraordinary by David Vinjamuri

By David Vinjamuri

Each year, hundreds of thousands of recent enterprise are all started through individuals with no wisdom of recent advertising 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 larger rivals through breaking the normal ideas of promoting. winning manufacturers like Burt's Bees, J. Peterman, and Clif Bar exhibit how doing issues another way can result in big-time good fortune. in case you are an entrepreneur or a marketer, this advisor will make it easier to construct more advantageous manufacturers.

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Sample text

He felt that he had tapped out the potential of the Owner’s Manual. His company had a significant cash flow issue that could only be solved by an injection of capital. And retail expansion was the best strategy to sell to venture capitalists, who expected significant returns on their money. Most of all, the retail store gave Peterman the opportunity to do what he loved doing—to build and tinker with environments. But retail expansion presented a major challenge for the J. Peterman brand. ” This status was badly damaged by the exposure on Seinfeld, but the retail expansion threatened to kill it entirely.

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. Unlike most catalogs, the Owner’s Manual had no photography. Instead, artist Bob Hagel illustrated each product with a sketch. Each page featured just one product instead of the four to five per page in an ordinary catalog. And the product descriptions told stories about c03 JWBK127/Vinjamuri January 23, 2008 7:58 Char Count= 32 ACCIDENTAL BRANDING the items.

John O’Hurley—the actor who played Peterman on Seinfeld—agrees. “It was a strange circumstance where the parody becomes larger than the company,” he says. On the face of it, it’s hard to understand why Seinfeld would pose such a problem for J. Peterman. Seinfeld made lots of things easier for the company. It made investors more willing to consider a retail expansion, gave more cachet to holding a job at J. Peterman, and c03 JWBK127/Vinjamuri January 23, 2008 38 7:58 Char Count= ACCIDENTAL BRANDING made hiring easier for the company.

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