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SIX LESSONS  FROM  ACCIDENTAL BRANDS David Vinjamuri
 
X X X
 
What is an Accidental Brand?
X <ul><li>Must be started by someone with no formal marketing training </li></ul>
2. Must solve their own problem
3. Brands 10+ years old
 
 
 
 
 
Six Lessons from Accidental Brands
Do Sweat  the Small Stuff #1
Memory:   20 GB  20 GB  Songs:    ~4500  ~4500 iPod  Second Generation July 2002 Creative  NOMAD Jukebox Zen June 2002 htt...
 
 
Pick a Fight #2
 
 
Be Your Own  Customer #3
 
 
Am I being polite? Did I offer to carry her bags?
I’m not giving him my bags. Do I have to tip him?
 
Did I greet the customer with his name? Do we have his loyalty program number?
Did I do something wrong? Why isn’t she making eye contact?
 
 
http://www.columbia.com/tv_ads/tv_ads.aspx
Be Unnaturally  Persistent #4
 
Time to $100 Million in Annual Revenues 22 years 1971-1990  19 years http://www.nytimes.com/2006/05/04/business/04sbux.htm...
Build a Myth #5
Μύθος (míthos)  - Mythos *  From  μυθολογέω  &quot;I tell tales,&quot;  μυθολόγος  &quot;legend,&quot;  μ ῦ θος  &quot;sto...
 
 
 
Be Faithful #6
Thank You! [email_address]
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Accidental Branding Presentation

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Accidental Branding Presentation

  1. 1. SIX LESSONS FROM ACCIDENTAL BRANDS David Vinjamuri
  2. 3. X X X
  3. 5. What is an Accidental Brand?
  4. 6. X <ul><li>Must be started by someone with no formal marketing training </li></ul>
  5. 7. 2. Must solve their own problem
  6. 8. 3. Brands 10+ years old
  7. 14. Six Lessons from Accidental Brands
  8. 15. Do Sweat the Small Stuff #1
  9. 16. Memory: 20 GB 20 GB Songs: ~4500 ~4500 iPod Second Generation July 2002 Creative NOMAD Jukebox Zen June 2002 http://docs.info.apple.com/article.html?artnum=61688-en http://www.mp3newswire.net/stories/2002/nomadzen.html
  10. 19. Pick a Fight #2
  11. 22. Be Your Own Customer #3
  12. 25. Am I being polite? Did I offer to carry her bags?
  13. 26. I’m not giving him my bags. Do I have to tip him?
  14. 28. Did I greet the customer with his name? Do we have his loyalty program number?
  15. 29. Did I do something wrong? Why isn’t she making eye contact?
  16. 32. http://www.columbia.com/tv_ads/tv_ads.aspx
  17. 33. Be Unnaturally Persistent #4
  18. 35. Time to $100 Million in Annual Revenues 22 years 1971-1990 19 years http://www.nytimes.com/2006/05/04/business/04sbux.html 1987 (Austria) - 1998 11 years 1964- 1980, 16 years http://www.answers.com/topic/nike-inc?cat=biz-fin 1976-1986, 10 years http://www.answers.com/topic/apple-computer-inc?cat=biz-fin
  19. 36. Build a Myth #5
  20. 37. Μύθος (míthos) - Mythos * From μυθολογέω &quot;I tell tales,&quot; μυθολόγος &quot;legend,&quot; μ ῦ θος &quot;story&quot; and λέγω &quot;I say&quot; * Definition : a usually traditional story of ostensibly historical events that serves to unfold part of the world view of a people or explain a practice, belief, or natural phenomenon λόγος - Logos * From λέγω - &quot;I say&quot; * Definition : the divine reason implicit in the cosmos, ordering it and giving it form and meaning. Mythology – a story with a lesson
  21. 41. Be Faithful #6
  22. 42. Thank You! [email_address]

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