The Power of Unpopular A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)

by Napoletano, Erika

• ISBN13: 9781118134665
• ISBN10: 1118134664
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-03-27
• Publisher: Wiley

Summary

You probably never thought you'd want to build an unpopular brand, but the rules for branding have changed Every successful brand in history is inherently unpopular with a specific demographic. Somewhere along the way, people felt they had to be popular in order to be successful, when in fact, the opposite is true. The brands playing in the space you want to dominate have already figured out the inherent power of being unpopular. In The Power of Unpopular, you'll discover the difference between flash-in-the-pan brand tactics and those designed to place you miles about the competition. Brand Personality: What's yours? Explore the importance of taking a stand and why brands become road kill without a distinct personality. Community: It's the number one thing that unpopular brands have figured out-learn how to build yours. Brand Advocacy: It knows no scale and your fans don't care how big you are. A guide for businesses on the proper care and feeding of their biggest asset. Erika Napoletano's irreverent yet never insincere tone takes readers on a colloquial and actionable journey, producing concepts that readers can immediate graft onto their existing business strategies. Complete with case studies of businesses from across the country, this is the book that couples theory with practice, creating pathways for business owners of any size and age. Change the way you do business and live your life-become unpopular.

Author Biography

Erika Napoletano was never the prom queen, but that's never stopped her from doing whatever the hell she set her mind to. She's the Head Redhead at RHW Media, a digital strategies consultancy based in Denver, Colorado. The voice behind RedheadWriting.com (a destination for unpopular thoughts and blunt advice), she's also a columnist for Entrepreneur magazine and was recognized by both the Denver Post and 5280 magazine as one of Colorado's top Twitter personalities.
Learn more about her and the book at www.erikanapoletano.com and www.unpopularbook.com.

Table of Contents

Acknowledgments	p. ix
Introduction: Lessons Learned from a Lippy Lady on an Airplane	p. xi
Rethinking Unpopular	p. 1
Identifying Your Audience	p. 23
Personality-Pick One	p. 47
Approachability-Putting Out the Welcome Mat	p. 75
Sharability-Getting Your Audience to the Rooftops (and Letting Them Shout)	p. 107
Scalability-News Flash: You Can't Do Everything Yourself	p. 129
Profitability-The Money's Gotta Come from Somewhere	p. 147
Finally-They Hate Me!	p. 165
The Backyard Economy-A Bit on Nurturing What We've Built …	p. 179
Epilogue: Shutting Up	p. 189
Shit You Should Read, Who Wrote It, and Why	p. 195
Getting into It-Your Guide to Resources on the Book's Website	p. 201
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