| | |  | Toby Bloomberg | | Home » | | | | | | | Product Promotions: | | | | | 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. | | | Product Details: | | | Author:
| Rohit Bhargava | | Hardcover:
| 256 pages | | Publisher:
| McGraw-Hill | | Publication Date:
| March 31, 2008 | | 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 16 reviews |
| | | | Customer Reviews: | |
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1 of 1 found the following review helpful:
Awesome, enlightening, and approachable!Sep 04, 2008
I recommend this enlightening book on a number of counts. In an increasingly crowded (and sometimes superfluously smelly) elevator of social media and marketing how-tos, Rohit Bhargava sets himself apart: one of the most noticeable distinctions Personality Not Included has is its non-linear, self-referential structure, which makes it easy (and rewarding) to skip around if you're compelled. I didn't, but the option is there, which can't be said for less adventurous texts.
The book largely deals with personality (of course) and the looming ennui of "faceless" companies that don't connect with their customers, which benefits no one. It sounds obvious, but as staples like The Consumerist hammer home time and time again, even the glaring gets forgotten. I suspect this is due to "idealogical incest", the echo chamber of corporations copying each other on the WRONG things, compounding their screwups by being over-cautious and de-humanizing themselves!
Why did I pick this up?
I read PNI to do some professional development at my job as Resident Enlightenment Manager at Linden Lab, since just about everything I do in Second Life is avatar-centric, and hence, personality-driven.
In solidarity with Seth Godin's teachings, PNI makes a strong case for the benefits of storytelling to compel and intrigue your customers. What I learned within wasn't entirely new, but it did affirm, and reaffirm some independent ideas I had been cooking up for some time -- and now feel more confident about, knowing I'm far from alone here.
I especially found comfort in the overall presentation of PNI: from the colorful cover depicting a unique, rainbow-mohawked rooster who stands out from his peers to the fresh, well-spaced typesetting inside, these details all add to the overall readability and value. These are in themselves aspects of personality which a lot of people experience, yet have a difficult time articulating. Even if you can't put your finger on it, they make a positive difference in aggregate!
Other benefits include valuable numbered lists (e.g., types of company spokespersons) which are punchy, clear, and non-trite (an all-too-easy trap to fall into) and the practical exercises found in Part Two (intriguingly, Part One ends after Chapter 6 since Rohit reasons where this is where the "sweet spot" is). Also see his fresh approach to a non-bibliography, while still backing up his claims. It's rare to see such a self-aware "breaking the 4th wall" perspective in a serious-yet-fun business book, and I must mention the well-designed companion website, which may in itself serve as inspiration for future campaigns you'll do.
It's also nice to see Rohit practices what he preaches: I emailed him with kudos and a correction (he misspelled "Jaron Lanier" as "Jared Lanion"... what a spoonerism!), and he warmly contacted me back, encouraging me to review and spread the word -- here I am!
Marketing Book of 2008Aug 16, 2008
"The moment that organisations lose their personality is when their employees become "people" rather than individuals...".
As many of my readers and friends know. I'm very much in touch with the "human side of business", especially forming a connection with people. Revealing, the honest, sincere and human side of your business to your customers has repeatedly proved to be a good thing. It's the key to delighting them and making sure they stay with us for a very long time.
Rohit Bhargava as an author is right up there with the likes of Seth Godin and Guy Kawasaki. Why? Because he tells it like it is. Jargon is left at the door and the book uses great worldwide examples of excellent personality branding. It's nice to see an American author who shows a refreshing awareness that we all don't live in America!
Wow. I must admit, Rohit actually had me at "hello" with this book. The book brings together, my own personal experiences of business differentiation. Learning, from companies such as Moo and Innocent Drinks (Also mentioned in the book). Rohit did an excellent job of drawing me in with his great writing style and a clear passion for the subject.
Throughout the book he provides many examples of businesses which are successfully using the techniques within the book. The case studies were almost enough to sell me the book alone. However, learning about each technique and then being given an interesting and detailed example of how each idea can be implemented in real life was fantastic. It was was great to see Steve, Hugh and the Blue Monster also getting a mention - Rock On!
Personality Not Included successfully leads the reader through the process of building a company personality. Rohit's approach impressed me in a number of ways. Firstly he outlined all the key elements. I especially liked his "UAT Filter"- the three core qualities of a company personality:
1. Unique
2. Authentic
3. Talkable
Spot on. Secondly, he presented great examples from several companies for each element.
As I finished reading Part 1, Rohit did something that many marketing writers do not usually do. He wrote a "Part 2?. The second part of the book focuses on how to put the discussion in Part 1 into action. To further guide the reader through the process, Rohit provides a number of tools and frameworks to help. The book is broken down into the following chapters:
Part One
Chapter 1 - Faceless used to work because big meant credible. This is no longer true
Chapter 2 - Accidental spokespeople are speaking for your brand - Embrace them
Chapter 3 - Uniqueness plus Authenticity plus Talkability equals personality. Use the UAT Filter
Chapter 4 - Backstories establish a foundation of credibility. You need onq.
Chapter 5 - Fear of change leads to barriers. Finding your authority overcomes them
Chapter 6 - Personality moments are everywhere and unexpected, but you must spot them
Part Two - (Putting Personality into Action)
* New Styles of Marketing (Ten Techniques are Described in Detail)
* Taking Theory Further (Tools and Guides to Accompany Chapters 1 - 6)
The key theme from the first half of the book is that personality matters, because it is the element of your brand that inspires loyalty more than any product feature or element of your service ever can.
Rohit reminds the reader, that consumers aren't just buying a product or service from you. They are buying "into" a whole experience. If they find the experience positive, they are very likely to purchase again, and/or recommend your business to others. As a text book, Personality not Included could also be used to boost your own "Personal Branding".
If you love Seth Godin, or Guy Kawasaki then you'll love Rohit Bhargava. If you are looking for a refreshing and up-to-the-minute business read, then you could do no better.
To conclude, Bhargava's marketing experiences with the world's leading companies has produced the definitive book that explains "Personality Branding", in a practical, understandable and actionable way. I can't recommend this book highly enough for any entrepreneur, business person, or anyone who wants to better understand how `personality' can impact a business.
Terrific guide for CEOs and CMOsJul 10, 2008
This is an easy, but inspiring read. How to use your personality and the personality of your product and company to engage customers and build brand in the marketplace. As an unconscious competant (today a CEO and formerly a CMO)I found it incredibly helpful as a way to structure my thinking about this new marketing world. Rohit blends theory with examples in a way that makes the information easy to absorb and retain.
Great Book Great AuthorJul 09, 2008
I don't have a long review to post. I do want to say that I hope to be able to help business owners. I currently do not work in the Marketing realm. However, I believe that talking with business owners and sharing good ideas doesn't have to be restricted to their marketing staff. I have been in marketing in the past and I believe that this book has value to the person that is inside the marketing world or outside the marketing world. Lets hope that your "Accidental Spokesperson" took time to read this book and helps your business. For that matter, you should buy this book and read it so you can bring authenticity back to your business.
A Great Resource For Business People Who Understand Faceless Companies Are A Thing of the PastJul 03, 2008
Personality is defined as "the unique, authentic, and talkable soul of your brand that people can get passionate about. Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era."
Have you ever thought about the fact that your business should have a personality? You might not have thought about creating or developing a personality for your business - but in the twenty first century, your business needs a personality. The time for faceless businesses is gone. We have all been told to develop a brand for our business. But, creating a personality that reflects and deepens that brand is taking the idea to a higher level.
Think about your favorite coffee shop or your favorite restaurant. What do you like about that business? Is it the service, the products, the atmosphere, the location, or something else? The personality includes things that set that business apart from other similar businesses.
This book contains six chapters in Part One. Part Two contains learning guides which expand on the content in Part One and other resources.
Throughout the book Rohit Bhargava provides ample examples of businesses which are using the techniques that he discusses. The case studies were almost enough to sell me on this book, but learning about each technique and then being given an interesting and detailed example of how each idea can be implemented in real life was invaluable. For example, we all know that Starbucks is very popular. In Personality Not Included we are given details on what they did right and how the personality slipped away.
Another fascinating section is chapter two when we learn about the many types of accidental spokesmen that can represent a business. In addition, he tells us how each type of spokesmen is effective and how to make the most of their enthusiasm and appeal. I love to highlight the valuable information in books and my copy has plenty of information marked for future use for me and my clients.
Backstory is critical when writing a novel, but have you ever thought about sharing the story behind your business? This chapter explains why you should have a backstory and how to use that backstory. The strangest thing happened as I read this chapter. I usually share my business and promotional background with people when I give my experience, but chapter four helped me begin to develop a new approach. What story do you have behind your business that would attract the public and help them to see you in a more favorable light?
In the opening chapter and introduction of the book I was patting myself on the back because I've used many of the ideas that are presented. Then Rohit Bhargava said something that really got my attention. He mentioned that just learning to create a personality isn't enough. You need to learn the best way to implement that personality plan in your business and learn to identify even more ways to find opportunities to develop this personality even further.
When you read the book, definitely take the time to read the learning guides in Part Two. There are many "guides" in the book which give you additional information on how to get the most out of the ideas and techniques in the book.
I highly recommend this book for any entrepreneur and business person who wants to understand the need for a business personality. Business managers can also learn so much from the content in this book. It is also for the person who wants to find the different ways to develop this personality. Your business can stand out from the competition in amazing ways - it just needs more personality. When you read the book, keep your eyes open for the interesting ways the author has woven a unique personality into the pages of the book.
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