{"product_id":"the-power-of-unpopular-9781118134665","title":"The Power of Unpopular","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eEvery 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.  \u003cul\u003e \u003cli\u003eBrand Personality: What''s yours? Explore the importance of taking a stand and why brands become road kill without a distinct personality.\u003c\/li\u003e \u003cli\u003eCommunity: It''s the number one thing that unpopular brands have figured outlearn how to build yours.\u003c\/li\u003e \u003cli\u003eBrand 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.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eErika Napoletano''s irreverent yet never insincere tone takes readers on a c\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eAcknowledgments ix \u003c\/p\u003e\u003cp\u003eIntroduction: Lessons Learned from a Lippy Lady on an Airplane xi\u003c\/p\u003e \u003cp\u003eChapter 1 Rethinking Unpopular 1\u003c\/p\u003e \u003cp\u003eChapter 2 Identifying Your Audience 23\u003c\/p\u003e \u003cp\u003eChapter 3 Personality—Pick One 47\u003c\/p\u003e \u003cp\u003eChapter 4 Approachability—Putting Out theWelcome Mat 75\u003c\/p\u003e \u003cp\u003eChapter 5 Sharability—Getting Your Audience to the Rooftops (and Letting Them Shout) 107\u003c\/p\u003e \u003cp\u003eChapter 6 Scalability—News Flash: You Can’t Do Everything Yourself 129\u003c\/p\u003e \u003cp\u003eChapter 7 Profitability—The Money’s Gotta Come from Somewhere 147\u003c\/p\u003e \u003cp\u003eChapter 8 Finally—They Hate Me! 165\u003c\/p\u003e \u003cp\u003eChapter 9 The Backyard Economy—A Bit on Nurturing What We’ve Built . . . 179\u003c\/p\u003e \u003cp\u003eEpilogue: Shutting Up 189\u003c\/p\u003e \u003cp\u003eAppendix A: Shit You Should Read, Who Wrote It, and Why 195\u003c\/p\u003e \u003cp\u003eAppendix B: Getting into It—Your Guide to Resources on the Book’s Website 201\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406834966871,"sku":"9781118134665","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118134665.jpg?v=1730497279","url":"https:\/\/bookcurl.com\/products\/the-power-of-unpopular-9781118134665","provider":"Book Curl","version":"1.0","type":"link"}