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

Overview

Being popular sucks.

Somewhere along the way, business owners got the idea they hadto be popular in order to be successful, when, in fact, theopposite is true. Every successful brand in history—fromcorporate behemoths to your neighborhood coffee shop—isvastly unpopular with a distinct demographic, yet succeeds wildlywith the right audience. Isn't it time to rethink "unpopular"? InThe Power of Unpopular, you'll discover what the world'sgreatest ...

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

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Overview

Being popular sucks.

Somewhere along the way, business owners got the idea they hadto be popular in order to be successful, when, in fact, theopposite is true. Every successful brand in history—fromcorporate behemoths to your neighborhood coffee shop—isvastly unpopular with a distinct demographic, yet succeeds wildlywith the right audience. Isn't it time to rethink "unpopular"? InThe Power of Unpopular, you'll discover what the world'sgreatest innovators have always known: popular is the last thingyou ever want to build a business to be.

Stop focusing your brand-building on groups who will never likeyou and learn how to identify the audience you want to serve.The Power of Unpopular simply—andbluntly—explains concepts that you can immediately graft ontoyour existing business strategies:

  • Discover your brand personality and explore what you gain fromtaking a stand
  • Find the people who will benefit from what you have to offer,and then tell them a story that they want to hear
  • Become an approachable brand that invites conversation and ahigh level of customer input
  • Build your community and get your brand shared
  • Scale your brand in a way that ensures that it will survive itsown growth
  • Understand profitability—in both financial and emotionalterms

Featuring real businesses from across the globe, this irreverentguide couples theory with practice, blazing pathways thatbusinesses of any size or age can follow. Becoming unpopular showsyou who you are and what you have to offer—and lets you tellall the naysayers to shove it.

Change the way you do business and live yourlife—become unpopular.

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  • The Power of Unpopular
    The Power of Unpopular  

Product Details

  • ISBN-13: 9781118134665
  • Publisher: Wiley
  • Publication date: 3/27/2012
  • Edition number: 1
  • Pages: 224
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

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

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Table of Contents

Acknowledgments ix

Introduction: Lessons Learned from a Lippy Lady on an Airplanexi

Chapter 1 Rethinking Unpopular 1

Chapter 2 Identifying Your Audience 23

Chapter 3 Personality—Pick One 47

Chapter 4 Approachability—Putting Out theWelcome Mat75

Chapter 5 Sharability—Getting Your Audience to theRooftops (and Letting Them Shout) 107

Chapter 6 Scalability—News Flash: You Can’t DoEverything Yourself 129

Chapter 7 Profitability—The Money’s Gotta Come fromSomewhere 147

Chapter 8 Finally—They Hate Me! 165

Chapter 9 The Backyard Economy—A Bit on Nurturing WhatWe’ve Built . . . 179

Epilogue: Shutting Up 189

Appendix A: Shit You Should Read, Who Wrote It, and Why 195

Appendix B: Getting into It—Your Guide to Resources on theBook’s Website 201

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted May 2, 2012

    Amazing!

    Erika brings all her knowledge and expertise here. Amazing read!

    Was this review helpful? Yes  No   Report this review
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