The Power of Unpopular (ePub)
A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)
(Sprache: Englisch)
Every successful brand in history is inherently unpopular with a
specific demographic. Somewhere along the way, people felt they had
to be popular in order to be successful, when in fact, the opposite
is true. The brands playing in the space you want to...
specific demographic. Somewhere along the way, people felt they had
to be popular in order to be successful, when in fact, the opposite
is true. The brands playing in the space you want to...
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Produktdetails
Produktinformationen zu „The Power of Unpopular (ePub)“
Every successful brand in history is inherently unpopular with a
specific demographic. Somewhere along the way, people felt they had
to be popular in order to be successful, when in fact, the opposite
is true. The brands playing in the space you want to dominate have
already figured out the inherent power of being unpopular. In The
Power of Unpopular, you'll discover the difference between
flash-in-the-pan brand tactics and those designed to place you
miles above the competition.
* Brand Personality: What's yours? Explore the importance of
taking a stand and why brands become road kill without a distinct
personality.
* Community: It's the number one thing that unpopular brands have
figured out--learn how to build yours.
* Brand Advocacy: It knows no scale and your fans don't care how
big you are. A guide for businesses on the proper care and feeding
of their biggest asset.
Erika Napoletano's irreverent yet never insincere tone takes
readers on a colloquial and actionable journey, producing concepts
that readers can immediately graft onto their existing business
strategies. Complete with case studies of businesses from across
the country, this is the book that couples theory with practice,
creating pathways for business owners of any size and age. Change
the way you do business and live your life--become
unpopular.
specific demographic. Somewhere along the way, people felt they had
to be popular in order to be successful, when in fact, the opposite
is true. The brands playing in the space you want to dominate have
already figured out the inherent power of being unpopular. In The
Power of Unpopular, you'll discover the difference between
flash-in-the-pan brand tactics and those designed to place you
miles above the competition.
* Brand Personality: What's yours? Explore the importance of
taking a stand and why brands become road kill without a distinct
personality.
* Community: It's the number one thing that unpopular brands have
figured out--learn how to build yours.
* Brand Advocacy: It knows no scale and your fans don't care how
big you are. A guide for businesses on the proper care and feeding
of their biggest asset.
Erika Napoletano's irreverent yet never insincere tone takes
readers on a colloquial and actionable journey, producing concepts
that readers can immediately graft onto their existing business
strategies. Complete with case studies of businesses from across
the country, this is the book that couples theory with practice,
creating pathways for business owners of any size and age. Change
the way you do business and live your life--become
unpopular.
Inhaltsverzeichnis zu „The Power of Unpopular (ePub)“
Acknowledgments ix Introduction: Lessons Learned from a Lippy Lady on an Airplane xi Chapter 1 Rethinking Unpopular 1 Chapter 2 Identifying Your Audience 23 Chapter 3 Personality--Pick One 47 Chapter 4 Approachability--Putting Out theWelcome Mat 75 Chapter 5 Sharability--Getting Your Audience to the Rooftops (and Letting Them Shout) 107 Chapter 6 Scalability--News Flash: You Can't Do Everything Yourself 129 Chapter 7 Profitability--The Money's Gotta Come from Somewhere 147 Chapter 8 Finally--They Hate Me! 165 Chapter 9 The Backyard Economy--A Bit on Nurturing What We'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 the Book's Website 201
Autoren-Porträt von Erika Napoletano
ERIKA NAPOLETANO was never the prom queen, but that's never stopped her from doing whatever the hell she set her mind to. She's the Head Redhead at RHW Media, a digital strategies consultancy based in Denver, Colorado. The voice behind RedheadWriting.com (a destination for unpopular thoughts and blunt advice), she's also a columnist for Entrepreneur magazine and was recognized by both the Denver Post and 5280 magazine as one of Colorado's top Twitter personalities.
Bibliographische Angaben
- Autor: Erika Napoletano
- 2012, 1. Auflage, 224 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 1118238664
- ISBN-13: 9781118238660
- Erscheinungsdatum: 21.02.2012
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: ePub
- Größe: 1.71 MB
- Mit Kopierschutz
Sprache:
Englisch
Kopierschutz
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