Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki / Edition 1

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The age of the faceless corporation is over. In the new business era of the twenty first century, great brands and products must evoke a dynamic personality in order to attract passionate customers. Although many organizations hide their personality behind layers of packaged messaging and advertising, social media guru and influencer Rohit Bhargava counters that philosophy and illustrates how successful businesses have redefined themselves in the new customer universe.

Personality Not Included is a powerhouse resource packed with bold new insights that show you how to shed the lifeless armor of your business and rediscover the soul of your brand. Sharing stories from the ethos of the world's weirdest city, to how Manga has taken the comic book industry by storm, to showcasing brands like Intel, Boeing, ING, and Dyson, Bhargava shows you why personality matters from the inside out.

In Part One, you'll be introduced to the key components to building a personality and learn how to:

  • Recognize the greatest myth that most marketers blindly follow, and how to get past it
  • Use the “UAT Filter” to understand the personality of your organization and products in order to develop a communication strategy that drives your marketing
  • Create your company's “marketing backstory” using techniques pioneered by Hollywood screenwriters
  • Harness the influence of “accidental spokespeople” and use it to your advantage
  • Navigate the roadblocks of using personality that come from bosses, peers, investors, and lawyers, without getting fired or flamed
  • Pinpoint and capitalize on the moments where personality can make a difference

Part Two is packed with guides, tools, and techniques to help you flawlessly implement your plan. It features practical, step-by-step lessons that help you effectively move from theory to action, and includes a valuable collection of guides, checklists, question forms, printable resources, and more.

Don't be another faceless company-learn the new rules for succeeding in the social media era with Personality Not Included.

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Product Details

  • ISBN-13: 9780071545211
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 3/31/2008
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 5.80 (w) x 8.50 (h) x 0.97 (d)

Meet the Author

Rohit Bhargava is SVP of Digital Strategy and a founding member of the 360 Digital Influence group at Ogilvy Public Relations Worldwide, one of the world's largest marketing and communications agencies. He authors the award-winning Influential Marketing blog (, is a sought after marketing speaker, and has been featured in media worldwide including The Wall Street Journal, Marketing China, and BrandWeek. Read about Rohit's latest updates and appearances at

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Table of Contents

Introduction 1

Part One

Ch. 1 Sign Here to Read This: How Organizations Lose Their Personality 19

Ch. 2 The Accidental Spokesperson: How Unlikely Voices Are Shaping Your Brand 41

Ch. 3 A Signature Is Not Enough: How to Define Your Organization's Personality 73

Ch. 4 Lessons from the Storytellers: Crafting a Backstory People Care About 101

Ch. 5 Conquering the Fear Factor: Getting Your Organization to Embrace Personality 135

Ch. 6 Add Personality and Stir: Finding and Using Personality Moments 159

Part Two

Introduction The Butler Was a Marketer: Putting Personality into Action 185

Techniques: New Styles of Marketing: Overview of Techniques 188

Guides and Tools: Taking Theory Further: Master List of Guides and Tools by Chapter 234


Bibliography Not Included 285

A Note on Research: Or How to Claim a Vacuum Cleaner on Your Tax Return 287

Bonus Content 289

Index 291

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Sort by: Showing all of 3 Customer Reviews
  • Posted March 27, 2010

    more from this reviewer

    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.

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  • Posted May 27, 2009

    more from this reviewer

    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.

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  • Anonymous

    Posted January 16, 2009

    No text was provided for this review.

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