The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)

The Power of Unpopular A Guide to Building Your Brand for the Audience Who Will Love You and why no one else matters 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

  • Title: The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)
  • Author: Erika Napoletano
  • ISBN: 9781118134665
  • Page: 280
  • Format: Hardcover
  • The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)

    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 dEvery 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.

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      Posted by:Erika Napoletano
      Published :2019-07-08T14:19:57+00:00

    One thought on “The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)

    1. Gisela Hausmann

      I read about "The Power of UNPOPULAR" in a blog. No doubt it's a good book, however, the book does not contains as much "new" information as the mentioned blog made me believe. The book merely sorts many known business strategies into the system of "UNPOPULR," meaning "FOCUS ON YOUR SPECIFIC AUDIENCE" and grow with them. There were things about this book I didn't like, for instance - Please don't present "Harry Potter' as an example for "The Ultimate Unpopular Brand" as in "It's not popular to f [...]

    2. Ken Deshaies

      Erika Napolitano is a brash, forthright arbiter of decency in the business world. I was first captivated by her blog, and decided to take on her book. It reads clearly and linearly, with advice that I felt was poignant and relevant. Basically, she points out that it is important to understand that you should never try to be all things to all people. No matter what you do, how good your product or service is, you will be demonized by those who either just don't get it or who are threatened by you [...]

    3. Chris Craddock

      The Power of Unpopular, the book, begins with this dedication:For every entrepreneur who's ever wanted to let a freak flag fly.And for my parents--who not only always let me fly minebut who also took me shopping for fabric so I could make my own.It is kind of funny to hear Jimi Hendrix's "If Six Were Nine" in this context; after all, this is where Jimi taunts and admonishes business men who point their plastic fingers at him. But that is how Napoletano rolls. Though this tattooed fiery redhead p [...]

    4. Jodi

      I was so excited to read this book because it was written by Erika freaking Napoletano a/k/a Redhead Writing. Erika is hands down my favorite blogger because of her exquisitely and uniquely colorful language along with her ability to understand exactly what's in my head. Unfortunately, this book was a bit of a disappointment for me because it just didn't sound like Erika. I wasn't looking for gratuitous use of the f-bomb, mind you, but something that really sounded like her. Here's one example f [...]

    5. Zengarden

      In the age of modern technology we now have awareness of our many choices, if not all of them, for any given desire. With so much to choose from, how do you know what's right for you? Niche marketing. Being unpopular means finding you distinct niche and selling the hell out of it to the people who care. The rest won't know you from all the fish swimming in your pond, and that's ok. You can't please everyone all of the time and you needn't try. I enjoyed the book, its colorful language and in you [...]

    6. Taylor Ellwood

      This is one of those books I'm always going to recommend to my clients. The author concisely expresses the problems that many businesses have and offers solutions which aren't necessarily a quick fix (there never is one), but are ones that if followed will have an impact on your business. I know that by just following the advice in the personality chapter I'm already getting more interaction and more distinctiveness for my brand. She also provides some useful resources on the website for the boo [...]

    7. Sherrie Rohde

      Whether you're an entrepreneur or community builder, this book is straight up brilliant. Erika is crazy transparent and real and speaks in a language I completely understand and relate to. Identifying your audience, having a personality and building approachability are such key elements of a brand. As someone who has had to always narrow down an invite list, it's hard for me to remember things like "No company should bend to appease every customer that walks through the door. It’s a matter of [...]

    8. Anita Ashland

      The best parts of this book are the case studies of businesses. In fact, you could skip the rest of the content in the book and just read the case studies. The businesses featured in the case studies are Lehman's in Kidron, Ohio; BetterRide mountain biking instruction company in Colorado; Marination Mobile Hawaiian fusion food truck business; Mrs. G's TV & Appliances in New Jersey; Narragansett Beer in New England; CelebiDucks, publishes of animation artwork; Freestyle Capital, investors in [...]

    9. Damien Franco

      What can I say about Erika that hasn't been said before? Her honesty and hold-nothing-back persona has earned her a legion of fans and it's all well deserved.Her writing style is friendly and informative.Honest. This book is honest. And it's probably not for everyone but that's kinda the point. We live in a crowded world. You're trying to get your business noticed. Stand out. Be different. Embrace the fact that not everyone is your target audience. Recommended reading for all marketing professio [...]

    10. Rick Bavera

      This was a first reads book that I started a while ago, and got "misplaced" when I moved to a new home. Good advice for business owners, on building a company and its brand matter what the "business" is, and being true to yourself and your principles, while doing the best possible for your clients. Now to go out and implement it.

    11. Cassandra Greenwald

      I really liked the premise, and I think the book started out strong, but I got bored toward the middle and didn't finish. I'm probably missing some valuable pieces to the puzzle, but I am hoping I got the gist. I like her writing, though, and will continue to follow her on various social media channels.

    12. Helen Lawrence

      A useful little book if you're starting your own business. Tips on branding, audiences and hiring policy. Outspoken and witty, it's a quick but engaging read. Covers the basics but doesn't go much further. A 101 for a quirky start up for sure. Coffee shop owners would love it.

    13. Erica McGillivray

      I really love Erika Napolitano's blog and her idea behind the book. While I strongly believe in her message and find her to be a compelling writer, this book was too basic. I wanted more of a 202 than 101 experience.

    14. Laura Belgrave

      Sage adviceIn real speak and often blunt speak, the author encourages businesses often regarded as unpopular to seek ways to stand out, anyway. Yes. It's clear there's a place in this techno-frenzied world for every company to be heard--if you dare. Quite a thoughtful read.

    15. Marilyn

      This is actually a very good book on building brands, finding your audience, charging what you're worth, and making money. Nice.

    16. Andrew Rangel

      So far its an inspiring tale of doing what you want for the people who you want to reach. I would recommend that anyone that is a business owner, small or large, look into this book.

    17. James

      If you own a small business this is a book you must read. It is likely that you have preconceived notions on marketing and they are wrong.

    18. Ace Le

      The way Erika approached the problem is interesting, but really the whole book is all about things that most marketing books already mention.

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