Accidental Branding
How ordinary people built extraordinary brands
David Vinjamuri   |  May 13, 2008  

By Reg Nordman

This is a clearly written book about “accidental” entrepreneurs, who remained true to their brand promise. Vinjamuri has defined an accidental brand as one where:

1. An individual who is not trained in marketing must create the brand.
2. The individual must experience the problem that the brand solves.
3. The individual must control the brand for at least three years.

So you will read about:

• Craig Newmark of Craig’s list,
• John Peterman of J.Peterman,
• Gary Erickson of Clif Bar,
• Gert Boyle of Columbia Sportswear,
• two founders of The Art of Shaving,
• Julie Aigner-Clark , Baby Einstein videos and
• Roxanne Quimby of Bert’s Bees.

These are all unique individuals in different industries who:

• remained really true to the customers “who bring ya to the dance”,
• were fanatical about details and product execution,
• may have had one really lucky break in their business, and
• have been able to capitalize on their success to go onto other things.

Well written and clearly in tune with the subject (I love it when marketing folks write a book). This is a useful book in that it reinforces that for today's market, the customer has to know they receive real value from authentic vendors. (Sounds like the Go-Giver). The depictions are very authentic and real. 


Accidental Branding
How ordinary people built extraordinary brands
David Vinjamuri
2008
ISBN 9780470165065