| | |  | Toby Bloomberg | Home » » Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki | | | | | | | Description: | | 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. | | | Features: | |
• ISBN13: 9780071545211
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
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| | | Product Details: | | | Author:
| Rohit Bhargava | | Hardcover:
| 302 pages | | Publisher:
| McGraw-Hill | | Publication Date:
| May 01, 2008 | | Language:
| English | | ISBN:
| 0071545212 | | Package Length:
| 8.35 inches | | Package Width:
| 5.83 inches | | Package Height:
| 1.18 inches | | Package Weight:
| 1.19 pounds | | Average Customer Rating:
|  based on 35 reviews |
| | | | Customer Reviews: | |
Average Customer Review:
Write an online review and share your thoughts with other customers.
 rehumanize deadly work environs!Sep 09, 2009
this is an essential tome to share with your management people. Help them escape from their unconscious yet well meaning deadly dull say nothing endless repetition of words that have no meaning or direct application, nor value, despite the incessant use of that very word!
Thank you for listening. May all your communications have style and clarity! Peace out now.
The book with personality included!Aug 23, 2009
In his book, Rohit talks about importance of authenticity, listening and establishing a meaningful dialogue with your customer; about the need for faceless corporations to have a strong voice and personality to survive in the 2.0 age of social media popularity. The book is full of relevant examples, humor and actionable tips. I like the conversational style. And I personally love the Sellevator Pitches (fantastic term!) at the end of every chapter!
Personality Not IncludedAug 19, 2009
This book should be a guide to all businesses--especially those that are still operating as faceless corporate monstrosities that even their customers don't like.
Personality Not Included illustrates some of the key objectives for companies looking to participate in the market conversation. At Idiom Strategies, a conversation marketing agency, we outline the five key objectives as:
1) Listen to current customers, prospects, industry experts and other influencers in the market space and internalize what you hear to improve your business.
2) Speak to the overall market conversation with quality, supportive and helpful content that people want to respond to, inquire about and pass on to others.
3) Care about what is being said about your products, your company, your competitors and your industry, but even more important, care about helping your customers and prospects fulfill their wants and needs.
4) Share your experiences--positive and negative--and your insights as you grow your company and evolve your product lines.
5) Build relationships with market conversation Influencers, Participants and Listeners based on the mutual interest of the consumer problems that need to be solved with product innovation.
1 of 1 found the following review helpful:
 Personable look at corporate personality buildingMay 27, 2009
Author Rohit Bhargava pushes for companies to use social media and an array of other marketing tools to develop sales-boosting corporate or brand personalities and regain their "authenticity." He presents a step-by-step plan for creating a distinctive, compelling corporate personality, from friendly employees to a unique brand identity. Some of his case studies of exemplary corporate personalities could be stronger and more unified, but Bhargava is well-informed and encouraging. He splits the book into two sections. The longer first section explains various approaches to distinctive branding. The second outlines 10 marketing tactics, and provides a "guides and tools" implementation appendix for each chapter. getAbstract welcomes this useful battle plan for marketers who want to give their products consumer-friendly personalities - not just for promotion, but for sales appeal.
Personality and Autograph IncludedApr 28, 2009
This book is in perfect condition and is even signed by the author! Great purchase.
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