Accidental Branding
Reading ‘ Accidental Branding’ by David Vinjamuri …. sub titled, How Ordinary People Build Extraordinary Brands. It’s an interesting read. David has really drilled down on these entrepreneurs and gives depth to the back stories. But the title is all wrong. These are not accidental brands and the entrepreneurs are not ordinary people. These are all talented passionate people engaged in business building which inherently involves brand equity building . We find accidental branding occurring when people miss position or over dress a sub brand or even a product option in a product line that ends up competing with, even usurping the intended brand being built. Brand signals need to be carefully granted and given correct voice volume levels.