The Power of Unpopular : A Guide to Building Your Brand for the Audience Who Will Love You (and Why No One Else Matters)

Napoletano, Erika

ISBN 10: 1118134664 / ISBN 13: 9781118134665

Published by Wiley & Sons, Incorporated, John, 2012

About this Item

Used book that is in almost brand-new condition. May contain a remainder mark. Better World Books: Buy Books. Do Good.

Seller Inventory # 13671065-6

Bibliographic Details

• Title: The Power of Unpopular : A Guide to Building Your Brand for the Audience Who Will Love You (and Why No One Else Matters)
• Publisher: Wiley & Sons, Incorporated, John
• Publication Date: 2012
• Language: English
• ISBN 10: 1118134664
• ISBN 13: 9781118134665
• Binding: Hardcover
• Condition: Fine
• Weight: 0.902 pounds

About this title

Synopsis

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.

About the Author

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.