SIX LESSONS SIX LESSONS FROM FROM

ACCIDENTAL BRANDSACCIDENTAL BRANDS

David VinjamuriDavid Vinjamuri

XXXX

XX

What is an Accidental Brand?What is an Accidental Brand?

XX1. Must be started by someone with no

formal marketing training

2. Must solve their own problem

3. Brands 10+ years old

Six Lessons from Six Lessons from Accidental BrandsAccidental Brands

#1#1

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

#2#2

#3#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

#4#4

Time to $100 Million in Annual Revenues

22 years

1971-1990 19 yearshttp://www.nytimes.com/2006/05/04/business/04sbux.html1987 (Austria) - 1998 11 years

1964- 1980, 16 yearshttp://www.answers.com/topic/nike-inc?cat=biz-fin

1976-1986, 10 yearshttp://www.answers.com/topic/apple-computer-inc?cat=biz-fin

#5#5

Μύθος (míthos) - Mythos * From μυθολογέω "I tell tales," μυθολόγος "legend," μῦθος "story" and λέγω "I say"

* 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 - "I say"

* Definition: the divine reason implicit in the cosmos, ordering it and giving it form and

meaning.

Mythology – a story with a lessonMythology – a story with a lesson

#6#6

Thank You!

david@brandtrainers.com