Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki

One of the Best Marketing Books I've Read

In *Personality not included *Why Companies Lose Their Authenticity--And How Great Brands Get It Back, Rohit Bhargava, social media guru, SVP of Digital Strategy, and a founding member of the 360 Digital Influence group at Ogilvy Public Relations Worldwide, explains, "Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about." He divides his book in two parts: part one describes how to develop a personality (with lots of real world examples), while part two is a resource guide with techniques, guides, and tools to actually make it happen. Each chapter in part one ends with "The Sellevator Pitch" -- a one sentence summary of the chapter. And then, at the beginning of Part Two, he recaps Part One in fewer than 60 words. Why? Because he gives you the option of reading the book any way you want -- you don't have to start with Part One, Chapter One. Rohit practices what he preaches -- his personality shines through the book, making it fun to read. I had the privilege of meeting and hearing Rohit in person, which is why I bought the book.

Personable look at corporate personality building

Author Rohit Bhargava pushes for companies to use social media and an array of other marketing tools to develop sales-boosting corporate or brand personalities and regain their "authenticity." He presents a step-by-step plan for creating a distinctive, compelling corporate personality, from friendly employees to a unique brand identity. Some of his case studies of exemplary corporate personalities could be stronger and more unified, but Bhargava is well-informed and encouraging. He splits the book into two sections. The longer first section explains various approaches to distinctive branding. The second outlines 10 marketing tactics, and provides a "guides and tools" implementation appendix for each chapter. getAbstract welcomes this useful battle plan for marketers who want to give their products consumer-friendly personalities - not just for promotion, but for sales appeal.

No text was provided for this review.