{"product_id":"the-power-of-unpopular-a-guide-to-building-your-brand-for-the-audience-who-will-love-you-and-why-no-one-else-matters-hardback-9781118134665","title":"The Power of Unpopular; A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters) (Hardback) 9781118134665","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Power of Unpopular\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eA Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eErika Napoletano (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118134665, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 10 April 2012\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e224 pages\u003cbr\u003e23.1 x 15.8 x 2.3 cm, 0.408 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\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 out—learn 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 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.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eAcknowledgments ix \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\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52509149004056,"sku":"9781118134665","price":16.37,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118134665_258796.jpg?v=1786494182","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-power-of-unpopular-a-guide-to-building-your-brand-for-the-audience-who-will-love-you-and-why-no-one-else-matters-hardback-9781118134665","provider":"Freshly Printed Books","version":"1.0","type":"link"}