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\nspecific demographic. Somewhere along the way, people felt they had\nto be popular in order to be successful, when in fact, the opposite\nis true. The brands playing in the space you want to dominate have\nalready figured out the inherent power of being unpopular. In The\nPower of Unpopular, you′ll discover the difference between\nflash-in-the-pan brand tactics and those designed to place you\nmiles above the competition. Brand Personality: What′s yours?\nExplore the importance of taking a stand and why brands become road\nkill without a distinct personality. Community: It′s the number one\nthing that unpopular brands have figured out-learn how to build\nyours. Brand Advocacy: It knows no scale and your fans don′t care\nhow big you are. A guide for businesses on the proper care and\nfeeding of their biggest asset. Erika Napoletano′s irreverent yet\nnever insincere tone takes readers on a colloquial and actionable\njourney, producing concepts that readers can immediately graft onto\ntheir existing business strategies. Complete with case studies of\nbusinesses from across the country, this is the book that couples\ntheory with practice, creating pathways for business owners of any\nsize and age. Change the way you do business and live your\nlife-become unpopular.

\n\n