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Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki | 
 enlarge | Author: Rohit Bhargava
Publisher: McGraw-Hill
Category: Book
List Price: $22.95
Buy New: $12.40
You Save: $10.55 (46%)
New (42) Used (13) from $10.00
Rating:  23 reviews
Sales Rank: 107180
Media: Hardcover
Edition: 1
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 1.2
Dimensions (in): 8.4 x 5.8 x 1.2
ISBN: 0071545212
Dewey Decimal Number: 658.827
EAN: 9780071545211
ASIN: 0071545212
Publication Date: March 31, 2008
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.
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Product 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. . . . .
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| Customer Reviews: Read 18 more reviews...
 Great examples of great ideas January 8, 2009
David Camp
This book is just full of worthy arrows to add to any marketing director's quiver. More than just a collection of good case studies--and they are good--it is a collection of well organized and conveniently categorized positioning techniques with condensed case studies to support them, all from an accomplished digital marketing strategist. A fine reference piece for anyone who believes, as I do, that topicality is often the most valuable company asset.
 The Chicken Tells All October 28, 2008
Christopher E. Brogan (Northern Massachusetts, USA)
Rohit's book is a must read for businesses seeking to understand the new landscape of branding. It's equally good at explaining how an individual can benefit from standing out in a crowd, but as the primary reader of this book will be a business, let's stick to that. Simply put, the book delivers.
What Rohit Bhargava shares with us is that companies who dare to expose their human side are the ones who will keep our business. As I write this, the economic downturn is throwing financial ripples in all directions. Good service is one thing, but a human-feeling relationship with your customers is most certainly equally important.
Filled with examples and suggestions on how you can implement similar efforts, the book delivers lots of actionable value. There are worksheets, web-based extras, and lots of easter eggs included in PNI.
I'm a big fan, and recommend this highly to companies looking for advice from an industry leader.
A Good Read and a Great Resource October 26, 2008
David Berkowitz (New York, NY USA)
I've known Rohit Bhargava to be a thoughtful speaker and blogger, but that doesn't necessarily translate into being a great author. In this case, he pulls the hat-trick.
Personality Not Included is first and foremost a strong primer and even a plea for why marketers need to develop brands' personalities in different ways, with a constant outpouring of examples to back up his case.
Then there are all the reference materials, which will make you want to keep the book on your desk to thumb through when you happen to be launching or invigorating a company or campaign. It's well organized, and it requires multiple reads to absorb.
Well written, great examples October 14, 2008
Books4business (Hollywood, Florida)
This book provides usefull insight into how brands gain that little special edge that is so often elusive to the rational marketer. Its has more than its fair share of examples and analysis, so any reader can use the book to provoke thought and ideas for his or her respective brand.
Great Cover...Great Book! October 7, 2008
Jennifer Marchetti (Ridgewood, NJ)
As a new business owner (Goosie Cards), I am always interested in other ways to market my business. The cover of PNI is refreshing...its how I feel about myself, my brand and my company. Having built my company on my personality, it was exciting to celebrate that with Rohit. Part One of the book is wonderful because Rohit gives you a lot of examples of what to do and what not to do based on real life scenarios. You can quickly understand how a company can benefit from being true to their brand's personality. Part One gets you fired up and ready to take action in Part Two! In Part Two, Rohit shares his marketing techniques which helped me take my brand's personality to the next level. These techniques helped guide my creativity in the right direction for my brand's personality. I also gained insight to the power of social media which made the process easy to understand and apply to my business. I loved PNI...it's straight forward and a great tool for entrepreneurs!
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