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.
