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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.
Synopsis:
“Personality Not Included breaks down the old barriers between marketing, advertising, and PR and shows you how to nail the single objective of it all: creating powerful conversations with your customers and getting them to choose you over the rest.”
-Timothy Ferriss, #1 New York Times bestselling author of The 4-Hour Workweek
“Just being pretty isn't enough anymore, today a brand also needs a strong personality to survive. In Personality Not Included, Rohit gives you the techniques and tools to help your brand go from wallflower to social butterfly.”
-Laura Ries, bestselling author of 22 Immutable Laws of Branding, cofounder of RiesandRies
“If there is one book I recommend every client and every agency person read right now, it's Personality Not Included. Every chapter gives you new ways to navigate an increasingly complex marketing landscape with clarity, nimbleness, and pragmatism.”
-Carla Hendra, Chairman, Ogilvy New York, Co-Chief Executive Officer, Ogilvy North America
“There are two types of small business owners-ones that know they are in the business of marketing and those that don't. For either, Personality Not Included is an eye-opening look at what really matters when it comes to delighting your customers.”
-John Jantsch, author of Duct Tape Marketing
Synopsis:
Connect with millions of new customers and build fierce brand loyalty in the social media era
Interactive marketing expert, social media guru, and mega-trendsetter Rohit Bhargava explains how today's leading marketers and advertisers are repositioning their brands-both in the blogosphere and on social networks such as Gather and MySpace. In Personality Not Included, he demonstrates that a powerful market presence is all about having a good story to tell and liberating good storytellers to tell it.
Bharghava describes how, in an age of digital social networking, businesses must focus on the personality they project to communicate and connect with millions of new customers. And he provides crucial lessons about establishing a winning online personality that wins customers' loyalty and turns them into advocates.
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 (rohitbhargava.typepad.com), 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 www.aboutrohit.com.
samueldaines, July 17, 2008 (view all comments by samueldaines)
Personality in business is a critical issue. How can companies get a heart? Authenticity is a big part of the answer. Samuel R Daines II
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Subject:
interactive, online, digital, marketing, social media, branding, brand loyalty, networking, network, personality matters, personalitymatters, Guy Kawasaki, Tim Ferris, guerrilla marketing, the brand promise, the starbucks experience, 0071477845, the new g
Subject:
interactive, online, digital, marketing, social media, branding, brand loyalty, networking, network, personality matters, personalitymatters, Guy Kawasaki, Tim Ferris, guerrilla marketing, the brand promise, the starbucks experience, 0071477845, the new g
Subject:
interactive, online, digital, marketing, social media, branding, brand loyalty, networking, network, personality matters, personalitymatters, Guy Kawasaki, Tim Ferris, guerrilla marketing, the brand promise, the starbucks experience, 0071477845, the new g
Subject:
interactive, online, digital, marketing, social media, branding, brand loyalty, networking, network, personality matters, personalitymatters, Guy Kawasaki, Tim Ferris, guerrilla marketing, the brand promise, the starbucks experience, 0071477845, the new g
Subject:
interactive, online, digital, marketing, social media, branding, brand loyalty, networking, network, personality matters, personalitymatters, Guy Kawasaki, Tim Ferris, guerrilla marketing, the brand promise, Groundswell, The 4-Hour Workweek, Josh Bernoff,
Subject:
interactive, online, digital, marketing, social media, branding, brand loyalty, networking, network, personality matters, personalitymatters, Guy Kawasaki, Tim Ferris, guerrilla marketing, the brand promise, Groundswell, The 4-Hour Workweek, Josh Bernoff,
"Synopsis"
by McGraw,
“Personality Not Included breaks down the old barriers between marketing, advertising, and PR and shows you how to nail the single objective of it all: creating powerful conversations with your customers and getting them to choose you over the rest.”
-Timothy Ferriss, #1 New York Times bestselling author of The 4-Hour Workweek
“Just being pretty isn't enough anymore, today a brand also needs a strong personality to survive. In Personality Not Included, Rohit gives you the techniques and tools to help your brand go from wallflower to social butterfly.”
-Laura Ries, bestselling author of 22 Immutable Laws of Branding, cofounder of RiesandRies
“If there is one book I recommend every client and every agency person read right now, it's Personality Not Included. Every chapter gives you new ways to navigate an increasingly complex marketing landscape with clarity, nimbleness, and pragmatism.”
-Carla Hendra, Chairman, Ogilvy New York, Co-Chief Executive Officer, Ogilvy North America
“There are two types of small business owners-ones that know they are in the business of marketing and those that don't. For either, Personality Not Included is an eye-opening look at what really matters when it comes to delighting your customers.”
-John Jantsch, author of Duct Tape Marketing
"Synopsis"
by McGraw,
Connect with millions of new customers and build fierce brand loyalty in the social media era
Interactive marketing expert, social media guru, and mega-trendsetter Rohit Bhargava explains how today's leading marketers and advertisers are repositioning their brands-both in the blogosphere and on social networks such as Gather and MySpace. In Personality Not Included, he demonstrates that a powerful market presence is all about having a good story to tell and liberating good storytellers to tell it.
Bharghava describes how, in an age of digital social networking, businesses must focus on the personality they project to communicate and connect with millions of new customers. And he provides crucial lessons about establishing a winning online personality that wins customers' loyalty and turns them into advocates.
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