Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back

"Personality Not Included breaks down the old barriers between marketing, advertising, and PR and shows you how to nail the single objective of it all: creating powerful conversations with your customers and getting them to choose you over the rest." -Timothy Ferriss, #1 New York Times bestselling author of The 4-Hour Workweek

The age of the faceless corporation is over. In the new business era of the twenty first century, great brands and products must evoke a dynamic personality in order to attract passionate customers. Although many organizations hide their personality behind layers of packaged messaging and advertising, social media guru and influencer Rohit Bhargava counters that philosophy and illustrates how successful businesses have redefined themselves in the new customer universe.

Personality Not Included is a powerhouse resource packed with bold new insights that show you how to shed the lifeless armor of your business and rediscover the soul of your brand. Sharing stories from the ethos of the world's weirdest city, to how Manga has taken the comic book industry by storm, to showcasing brands like Intel, Boeing, ING, and Dyson, Bhargava shows you why personality matters from the inside out.

In Part One, you'll be introduced to the key components to building a personality and learn how to:

• Recognize the greatest myth that most marketers blindly follow, and how to get past it.
• Use the UAT Filter to understand the personality of your organization and products in order to develop a communication strategy that drives your marketing.
• Create your company's marketing backstory using techniques pioneered by Hollywood screenwriters.
• Harness the influence of accidental spokespeople and use it to your advantage.
• Navigate the roadblocks of using personality that come from bosses, peers, investors, and lawyers, without getting fired or flamed.
• Pinpoint and capitalize on the moments where personality can make a difference.

Part Two is packed with guides, tools, and techniques to help you flawlessly implement your plan. It features practical, step-by-step lessons that help you effectively move from theory to action, and includes a valuable collection of guides, checklists, question forms, printable resources, and more.

Don't be another faceless company-learn the new rules for succeeding in the social media era with Personality Not Included.

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"Personality Not Included - Free Book Summary"

Rohit Bhargava details the theory of personality and explains how to put it into action effectively.

Personality can make your customers passionate about your brand. Personality inspires trust, and trust can build customer loyalty. In this social media era where identities are shaped as much by perception as communication, marketing becomes more about building relationships with customers than about traditional selling. Rohit Bhargava details the theory of personality and explains how to put it into action effectively.

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Introduction:

In 2005, Apple was about to introduce a product that everyone thought was too small to succeed. Coming off the phenomenal success of the first iPod launches back in early 2000, Apple’s marketing team was working on promotions for what was going to be the smallest iPod yet—the new iPod Shuffle.

Shaped like a stick of chewing gum and targeted at the music lover on the go (or gadget hound), the Shuffle was the smallest MP3 player ever created. After defining the portable MP3 player market with the iPod and its scroll wheel interface, this newest iPod broke with convention again by removing the screen altogether. Judging from the reviews from early testers—concluding that consumers would never buy an iPod without a screen—it was clear the marketing for this little product had to be different. ...

About the Author

Rohit Bhargava is SVP of Digital Strategy and a founding member of the 360 Digital Influence group at Ogilvy Public Relations Worldwide, one of the world's largest marketing and communications agencies.

He authors the award-winning Influential Marketing blog (rohitbhargava.typepad.com), is a sought after marketing speaker, and has been featured in media worldwide including The Wall Street Journal, Marketing China, and BrandWeek. Read about Rohit's latest updates and appearances at www.aboutrohit.com.

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