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

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

by Rohit Bhargava
 

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ISBN-10: 0071545212

ISBN-13: 9780071545211

Pub. Date: 03/31/2008

Publisher: McGraw-Hill Professional Publishing

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

Overview

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.

Product Details

ISBN-13:
9780071545211
Publisher:
McGraw-Hill Professional Publishing
Publication date:
03/31/2008
Pages:
256
Product dimensions:
5.90(w) x 8.50(h) x 1.06(d)

Table of Contents


Foreword     xi
Note to Readers     xii
Introduction     1
Part 1
Sign Here to Read This: How Organizations Lose Their Personality     19
The Accidental Spokesperson: How Unlikely Voices Are Shaping Your Brand     41
A Signature Is Not Enough: How to Define Your Organization's Personality     73
Lessons from the Storytellers: Crafting a Backstory People Care About     101
Conquering the Fear Factor: Getting Your Organization to Embrace Personality     135
Add Personality and Stir: Finding and Using Personality Moments     159
Intermission     182
Part 2
Introduction: The Butler Was a Marketer, Putting Personality into Action     185
Techniques: New Styles of Marketing, Overview of Techniques     188
Curiosity Marketing
Karmic Marketing
Participation Marketing
Un-Whatever Marketing
Sensory Marketing
Anti-Marketer Marketing
Fallibility Marketing
Insider Marketing
Useful Marketing
Incidental Marketing
Guides & Tools: Taking Theory Further: Master List of Guides and Tools by Chapter     234
Guides & Tools
Guides & Tools
Guides & Tools
Guides & Tools
Guides & Tools
Guides & Tools
Appendices
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
Acknowledgments     297
Meet the Author     301

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