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BOOK REVIEW: “Accidental Branding” by David Vinjamuri

April 12th, 2008

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Summary of the Book Launch, held at NYU, April 9th, 2008

“To Understand the Brand, first Understand the Entrepreneur”
The entrepreneurs featured in the book and therefore in this article, have built empires without MBAs or outside capital by harnessing their “lightning in a bottle”, which is passion, determination (desperation), and by being the embodiment of a popular need.

Four Closing Remarks from the Panel:

  • “Don’t build a “professional-looking” brand, instead feature your ideas and character. Create a culture of trust with your community online and off, and remember that as an entrepreneur, you should have fun.” – Craig of www.Craigslist.com
  • “Inner resources move more mountains than Capital. Throw a lot on the wall and see what sticks” – Roxanne Quimby of Burt’s Bees (who was living in a tent with her two children when she started, and sold her brand for $175 million after nine years)
  • “Make the show half about you, and half about your clients” – Carolyn Kepcher of Carolyn and Co, author of www.findingwhatmatters.com, and recent star of NBC’s “Apprentice” TV Show.
  • “Learn to be OK with failing, there’s always the next inning. Fail quickly, cheaply and keep innovating.” – John Peterson of the Peterson Store

Six Chapters:

  1. Sweat the Small Stuff: Search for client-facing details that can be tweaked
  2. Pick a Fight: Don’t Introduce a New Product if the existing products are sufficient
  3. Be Your Own Customer: Address how your consumer/client feels at every interaction
  4. Be Naturally Persistent: A promising startup can take decades to grow into an empire
  5. Build a Myth: Craft a charming story that conveys what’s special about the brand. Convince the staff, they are your biggest allies
  6. Be Faithful (to the Product, Brand, Personality) when offered financing & partnerships – Remember your core users and uphold what they value you for

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