by David Vinjamuri
978-0-470-16506-5
Wiley, 2008
Rule #1 – Do Sweat The Small Stuff (it’s attention to detail that makes these brands authentic)
Rule #2 - Pick a Fight (They offered something genuinely new. In doing so, they took a stand against something – whether that was another brand or another way of doing things.)
Rule #3 - Be Your Own Customer (Accidental brands are almost always created when people solve their own problems.)
Rule #4 - Be Unnaturally Persistent (hang in there for at least 10 years and control the brand for that long)
Rule #5 - Build A Myth (***MOST IMPORTANT***) found a myth to your brand. Remember that consumers look for expertise, authenticity, and consistency in brands. THE TRICK in building your founding myth is selecting the facts that you want to tell and deciding how best to share them. Mythology comes from two Greek words: mythos, meaning a narrative, and logos, meaning a speech or argument. Creating the mythology for your brand means that you have to undersatnd both the narrative and how it will be spoken and shared.
Rule #6 – Be Faithful (don’t abandon your core consumers, your early adopters. stay connected to the values that got you to start your business in the first place. Make sure you still hang out with them. Whatever it takes, be faithful to those people who made your brand great. If you don’t, you’ll certainly regret it.)
PERSIST PERSIST PERSIST.
