Can a brand be built by accident?

Greg Verdino has a great summary of a new book called Accidental Branding.  Based on his review, the book sounds like a must read with insight from the founders of Craigslist, Baby Einstein and Clif Bar.  All of these companies have built amazing brands without relying on the traditional “branding rules” employed by major industry players.  Until I have a chance to review the book, here are the rules for consistent and powerful accidental brand success according to Verdino:

1. Do sweat the small stuff, obsessively - because the details can make all the difference in the world.
2. Pick a fight - in other words, be prepared to go head-to-head with the de facto market leader and be prepared to buck the status quo.  After all, if you’re passionate about what you do, there’s no reason to kick back and play a distant number 2 to the same ol’ same ol’,
3. Be your own customer - solve a problem you have personally, make a product you’d love to buy, be your own best customer.  I believe we unaccidental branders might call this authenticity.
4. Be unnaturally persistent - overnight success, ain’t.  It can take years if not decades to create an enduring accidental brand.
5. Build a myth - as David writes, “brands start with a story and end with a promise.”  Understand your brand’s story and know how it will be shared from brand to consumer and among consumers.
6. Be faithful - to your best customers.  Listen to them, give them what they really want and stay focused.