The power of unpopular: a guide to building your brand for the audience who will love you (and why no one else matters)

You probably never thought you'd want to build an unpopular brand, but the rules for branding have changed 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'lldiscover the difference between flash-in-the-pan brand tactics and those designed to place you miles about 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 knowsno 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 immediate 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. INDICE : Introduction: Lessons Learned from a Lippy Lady on an Airplane Chapter 1: Leaving the Playground Rethinking Unpopular Unpopular doesn't mean unsuccessful it's time to rethink being unpopular. When you can identify the audience you don't want to serve, the one you DO serve becomes your first priority. It's time to ditch the playground rules, tune out the noise and tune in to a business model primed for longevity and profitability. Chapter 2: Let's TalkAbout Why You Hate Me Identifying Your Target Audience The coolest thing happens when you stop focusing all of your brand-building energy on the people whoare never going to like you you actually find the ones who will. Well discusshow to deal with your due diligence, tools for talking to your audience, and building an avatar for your ideal demographic. Chapter 3: Hideously Beautiful What's lovely to one person will certainly be hideous to another unpopular is the intersection of the two (and the ideal balance). On defining your responsibilities when building your brand and the bullshit that is entreprenership (and in a good way). Well also introduce the five characteristics of any unpopular brand poised for success: Personality, Approachability, Sharabilty, Scalability, and Profitability. Chapter 4: Personality Pick One While having a viable business concept is job #1, personality is always and without fail job #2. Thetruth about why people do business with brands, what you stand to gain from taking a stand, and the one lesson you need to learn before any other: youre going to piss some people off. Chapter 5: Approachability Putting Out the Welcome Mat Unpopular brands offer their target audience a soft place to land, no matter what they're selling (and we're all selling something). But how do you create one and keep the people you need most from hitting rock bottom while you're busy building a business? The importance of conversation, audience acknowledgement, and why all unpopular brands have a high level of customer input. Chapter 6: Sharability We Want (and Need) YOU! Now that your target audience can relate to you because of the personality and approachable culture you've embraced, it's time to focus on building a community because communities share. It's the one thing that brands that try to be popular will never have that unpopular brands will! An exploration into why and how people share and how you can tap into your audience to help them become the most powerful marketing tool you have in your arsenal. Chapter 7: Scalability News Flash: You Can't Do Everything Growth for some businesses, its the Final Frontier. If you're going to goto the effort to build a brand, you need to build one that can endure the demands of growth. It's time to navigate the Growth Chasm that can swallow you whole and how you can, from day one, set out to build a brand that survives and thrives through growth stages. Chapter 8: Profitability The Money's Gotta ComeFrom Somewhere When you started a business, y

• ISBN: 978-1-118-13466-5
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 240
• Fecha Publicación: 28/03/2012
• Nº Volúmenes: 1
• Idioma: Inglés