The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why No One Else Matters)

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John Wiley & Sons, Mar 27, 2012 - Business & Economics - 202 pages
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Being popular sucks.

Somewhere along the way, business owners got the idea they had to be popular in order to be successful, when, in fact, the opposite is true. Every successful brand in history—from corporate behemoths to your neighborhood coffee shop—is vastly unpopular with a distinct demographic, yet succeeds wildly with the right audience. Isn't it time to rethink "unpopular"? In The Power of Unpopular, you'll discover what the world's greatest innovators have always known: popular is the last thing you ever want to build a business to be.

Stop focusing your brand-building on groups who will never like you and learn how to identify the audience you want to serve. The Power of Unpopular simply—and bluntly—explains concepts that you can immediately graft onto your existing business strategies:

  • Discover your brand personality and explore what you gain from taking a stand

  • Find the people who will benefit from what you have to offer, and then tell them a story that they want to hear

  • Become an approachable brand that invites conversation and a high level of customer input

  • Build your community and get your brand shared

  • Scale your brand in a way that ensures that it will survive its own growth

  • Understand profitability—in both financial and emotional terms

Featuring real businesses from across the globe, this irreverent guide couples theory with practice, blazing pathways that businesses of any size or age can follow. Becoming unpopular shows you who you are and what you have to offer—and lets you tell all the naysayers to shove it.

Change the way you do business and live your life—become unpopular.


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User Review  - damienfranco - LibraryThing

What can I say about Erika that hasn't been said before? Her honesty and hold-nothing-back persona has earned her a legion of fans and it's all well deserved. Her writing style is friendly and ... Read full review

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About the author (2012)

Erika Napoletano was never the prom queen, but that's never stopped her from doing whatever the hell she set her mind to. She's the Head Redhead at RHW Media, a digital strategies consultancy based in Denver, Colorado. The voice behind (a destination for unpopular thoughts and blunt advice), she's also a columnist for Entrepreneur magazine and was recognized by both the Denver Post and 5280 magazine as one of Colorado's top Twitter personalities.
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