Accidental Branding (English)

Companies today spend huge fortunes on promoting their products, hiring the best minds, doing enormous research, designing the best campaigns--all in hopes that that the return on investment will justify the large expenditure. One sometimes wonders whether it all is worth it. In this engaging bit of research, marketing professor David Vinjamuri relates a number of high-interest success stories that illustrate that very often luck and timing play a big role in whether a new company succeeds or fails in getting their product across to the consumer. Burt's Bees is a fascinating story of how two people with different skills came together and made a household name. Vinjamuri also tells the stories behind Craigslist, J. Peterman, Baby Einstein, and other highly recognizable companies, and there is a lesson in each one as ACCIDENTAL BRANDING appeals to both the specialist and the everyday reader. minimize