ACCIDENTAL BRANDING HOW ORDINARY PEOPLE BUILT EXTRAORDIONARY BRANDS

1. ACCIDENTALBRANDINGHOW ORDINARY PEOPLE BUILT EXTRAORDIONARY BRANDS 0508050026 GOKNUR GURTUNA 0508050042 GULSAH DENIZ

2. WHAT IS AN ACCIDENTAL BRAND? A DEFINITION OF AN ACCIDENTAL BRAND THAT HAS THREE TESTS : • An individual who is not trained in marketing must create the brand. • This individual must experience the problem that the brand solves. • The individual must control the brand for at least 10 years.

3. THE SPECIFICATION OF THE ACCIDENTAL BRAND-BUILDER • RULE #1 => DO SWEAT THE SMALL STUFF • RULE #2 => PICK A FIGHT • RULE #3 => BE YOUR OWN CUSTOMER • RULE #4 => BE UNNATURALLY PERSISTENT • RULE #5 => BUILD A MYTH • RULE #6 => BE FAITHFUL

4. Rule #1 DO SWEAT THE SMALL STUFF • To pay attention every small details. F.exm; Apple / iMac , iPod .. • To understand every way a consumer will interact with own brand . • Don’t compromise on a single element just to save costs, because the brand-builder is trying to get their consumers with high profit. • There is big differences between being very detail-oriented and being a micromanager.

5. Rule #2 PICK A FIGHT • To create more than‘’me-too’’ products. • To offer something genuinely new. • To take a stand against something. • To take real risk by going against the status quo. ? • To attract like-minded consumers .

6. Rule 3# BE YOUR OWN CUSTOMER • To be their own products’ consumers. • To create new brands when people solve their own problems. • To give a chance of finding the real business you should be in.

7. Rule #4 BE UNNATURALLY PERSISTENT • To have patience and persistence to keep going. • If you are not extraordinarely lucky; • The first one your path to success will start slowly , • The second one involve a period of significant questioning and self-examination.

8. Rule #5 BUILD A MYTH • The word mytology comes from two greek roots. • The first one ‘’mythos’’ meaning a narrative, • The second one “logos”, meaning speech or argument. • To find myth is selecting the facts that you want to tell and deciding how best to share them. • Consumers look for expertise , authenticity and consistency in brands.

9. Rule #6 BE FAITHFUL • To figure out who really supports you and keep listening to them. • Don’t be distracted by all of the other people who end up coming alone for the ride as you become more successful. • All of your success is based on appeal that you established with their core consumers.

10. PUTTING IT ALL TOGETHERIf you want to be accidental brand-builder, you will follow these rules and put them all together. • To succeded when you have delighted, raving fans. • Loyalty is your goal. • To follow long-term approach. • Do not afford to fail. • To have the patience and persistence, which means to keep launching new products after a big failure. • To have right business model and cost structure.

11. PUTTING IT ALL TOGETHERIf you want to be accidental brand-builder, you will follow these rules and put them all together. • We want to explain 6 golden rules for being accidental brand builder, now we show you some paradigm about real business life. • There is two catagories for accidental brand-builder. • The first group sees the business as a lifelong pursuit. They became so attached to their creation, to masterminding a true corperation with hierarchy. For ex. => Gert Boyle, (Columbia Sportswear), Gary Erickson (Clif Bar)

12. PUTTING IT ALL TOGETHERIf you want to be accidental brand-builder, you will follow these rules and put them all together. • The second one never really wants to run a corperation at all. They doing more administrative then creative work. F. Ex => Julie Aigner-Clark (Baby Einstein) , Roxanne Quimby (Burt’s Bees) • Accidental Brands tend to be very careful about hiring.

13. PARADİGM #1 JOHN PETERMAN (J. PETERMAN) • J.Peterman create catalog - ‘New York Times’ called him ‘merchant poet’. • J. Peterman reps can tell you exactly how each item is consuctructed because they’ve not only been trained on them but can hold the garment in their hands while they talk to you. • J. Peterman is not a micromanager. • J.P. sold the coat he bought, wore and loved then he sold other things he liked just as well.

14. PARADİGM #1 JOHN PETERMAN (J. PETERMAN) • J.P. took a stand against the rest of the catalog industry. • Because of J.P’ obligations to employees, customers and creditors, Peterman was unable to quit. • Peterman created a mythology around the coat that made him a mythic chachter, Peterman was carefull to draw out that myth in his catalog and extend the mystery that it created. • J.P. able to get employees back to the second version of a company (that had gone bankrupt), it is shown a loyalty.

15. PARADİGM #2 GARY ERICKSON (CLIFBAR) • Gary Erickson is cyclist that’s why creates energy bar for himself and other cyclist. • Gary himself went into the baking kitchen to perfect recipes for the new bars, which called CLIFBAR. • Other bicyclists were think of the compact bars against Gary create mobile food and it tastes good.

16. PARADİGM #2 GARY ERICKSON (CLIFBAR) • G.E. couldn’t eat another power bar so he created a bar that he could keep eating and Clifbar created because he wanted to make a better energy bar for his friends and himself. • Launching new products was to do it quickly and cheaply enough that he could afford to fail and keep innovating.

17. PARADİGM #3 MYRIAM ZAOUI and ERIC MALKA (THE ART OF SHAVING) • The brand has an ambitious goal => to teach American men how to shave properly. • The other goal => To help men to achieve the perfect shave. • The art of shaving has 3 elements; => performance art => spa treatment => skill workshop

18. PARADİGM #3 MYRIAM ZAOUI and ERIC MALKA (THE ART OF SHAVING)What is the steps of perfect shave?

19. PARADİGM #3 MYRIAM ZAOUI and ERIC MALKA (THE ART OF SHAVING) • The arts of shaving store in the form of dark woods ,classic packaging ,and barber chairs, they swam in a different direction form of the rest of the industry . • They rejected the metrosexual movement while still advancing its aim. • The story of Myriam creating the preshave for Eric and made it the company ‘s founding myth.

20. PARADİGM #4 GERT BOYLE (COLUMBIA SPORTSWEAR) Columbia Manufacturing Company + Columbia Hat Store COLUMBIA SPORTSWEAR STORE

21. PARADİGM #4 GERT BOYLE (COLUMBIA SPORTSWEAR) • Gert Boyle rejects conventional wisdom that outerwear companies had to either sell very expensive innovaitive products or cheap knockoffs. • Columbia sportswear had to move all the way from selling formal hats to ski parkas before it found its niche but one thing didn’t change which is customer. • Niche of Columbia; To take existing product To make them more usable To sell them at a reasonable price

22. PARADİGM #4 GERT BOYLE (COLUMBIA SPORTSWEAR) • They listened to their core customers, if you are the core customer ;everthing will be simpler for you • Neal –he is the father of Gert Boyle- had been a micromanager, personelly directing the daily effort of virtually all of the columbia sportswear. Many of these people were unused to doing their job without close direction. • After Neal’s dead Gert Boyle is becoming a boss.

23. PARADİGM #5 JULIE AIGNER-CLARK (BABY EINSTEIN)What’s more important are kids or a business!! • A mother trying and failing to find videos with classical music foreign language and poetry for her baby so she decide to create own brand for babies and his/her mothers. • After her daughter was born, Julie Aigner-Clark searched for ways to share her love of music and art with her child and she borrowed some equipment and began filming children’s videos in her basement as a result the baby einstein has grown • She rejected every convention of video production as well as every rule of selling to parents.

24. PARADİGM #5 JULIE AIGNER-CLARK (BABY EINSTEIN) • Baby Einstein was all Word Of Mouth. • She sold her brand to Disney. After she founded a company, which called The Safe Side to address the dangers of childhood. • J.C. has new business excusively run by former employees of their original companies.

25. PARADİGM #6 ROXANNE QUIMBY(BURT’s BEES) • Burt's Bees is an "Earth Friendly, Natural Personal Care Company." • Roxanne Quimby create natural, earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you. • With Burt's Bees, what you see is what you get. To us, the word "natural" means only one thing. It means "harvested from nature." And that is what we are. • Roxanne listens to their consumers when researching and developing new products.

26. PARADİGM #6 ROXANNE QUIMBY(BURT’s BEES) • Burt’s bees’ products related to lips, face, body, hands and feet, baby and mom, men, sun and outdoor. • Roxanne Quimby didn’t think that personel – care needed to be made with chemicals and artifical ingredients to be effective. • Every Burt’S Bees product is the repudiation of most of the established brands that existed when she launched her company.

27. PARADİGM #7 CRAIG NEWMARK(CRAIGSLIST) • The site serves over twenty billion page views per month. • Having observed people helping one another in friendly, social and trusting communal ways on the Internet, the Well, and Usenet, and feeling isolated as a relative newcomer to San Francisco, Craigslist founder Craig Newmark decided to create something similar for local events. ?? • Word of mouth led to rapid growth. • There was no moderation, so Newmark was surprised when people started using the mailing list for non-event postings.

28. PARADİGM #7 CRAIG NEWMARK (CRAIGSLIST) • "craigslist.com", to prevent the name "craigslist" from being other purposes. • To being approached about running banner ads, Newmark decided to keep Craigslistnon-commercial. • He limited fees to just two items: Job listing and real estate. Head office (San Francisco)