The Power of Unpopular - Hardcover

Napoletano, Erika

Hardcover

ISBN 10: 1118134664 ISBN 13: 9781118134665

Publisher: Wiley, 2012

Synopsis

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.

About this title

From the Inside Flap:

Being popular sucks.

Somewhere along the way, business owners got the idea they had to be popular in order to be successful, when, in fact, the opposite is true. Every successful brand in history—from corporate behemoths to your neighborhood coffee shop—is vastly unpopular with a distinct demographic, yet succeeds wildly with the right audience. Isn't it time to rethink "unpopular"? In The Power of Unpopular, you'll discover what the world's greatest innovators have always known: popular is the last thing you ever want to build a business to be.

Stop focusing your brand-building on groups who will never like you and learn how to identify the audience you want to serve. The Power of Unpopular simply—and bluntly—explains concepts that you can immediately graft onto your existing business strategies:

• Discover your brand personality and explore what you gain from taking a stand

• Find the people who will benefit from what you have to offer, and then tell them a story that they want to hear

• Become an approachable brand that invites conversation and a high level of customer input

• Build your community and get your brand shared

• Scale your brand in a way that ensures that it will survive its own growth

• Understand profitability—in both financial and emotional terms

Featuring real businesses from across the globe, this irreverent guide couples theory with practice, blazing pathways that businesses of any size or age can follow. Becoming unpopular shows you who you are and what you have to offer—and lets you tell all the naysayers to shove it.

Change the way you do business and live your life—become unpopular.

From the Back Cover:

Praise for The Power of Unpopular

"Being popular may get you elected to public office, but if you want to be successful in business, you need to understand the power of being unpopular. Erika Napoletano clearly and cleverly lays out the path to unpopularity, a critical new paradigm for business success."
—Carol Roth, Business strategist and New York Times bestselling author of The Entrepreneur Equation

"The dreaded 'unpopular.' Why the hell do we accord it all manner of awfulness? Whoever convinced us that popular = good / unpopular = bad, majority rules, end-of-story anyhow? In business, or in your personal life, it's finding YOUR right people that matters. That's inbound marketing at its best. Figure out whom you serve and what you do for them, and paltry issues like competition basically disappear! When you're unpopular with all of the right people—the ones who don't want, need, or understand what you have to offer—the ones who fall in love with you will eventually show up at your door. In her hilarious, witty, read-out-loud-to-your-friends prose, Erika is that idyllic best friend you can rely on to slap you back into a reality that 'they' never told you about."
—Laura Fitton (@pistachio), Inbound Marketing Evangelist at HubSpot and coauthor of Twitter for Dummies

"A brilliant concept, powerfully delivered. I've already ordered six copies for my closest friends."
—Seth Godin, author of We Are All Weird

About this edition

• Publisher: Wiley
• Publication date: 2012
• ISBN 10: 1118134664
• ISBN 13: 9781118134665
• Binding: Hardcover
• Number of pages: 224