Description
Book SynopsisEvery 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 outlearn 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 c
Table of Contents
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
