Book description: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.
“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 Ries & Ries
“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
