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

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Liked It Rated 5 stars “Soundview Executive Book Summaries deemed this as one of the *30 Best Business Books* for 2008. What you will learn from this title: • How leaders can show courage, integrity, candor and responsibility. • How to better focus on the moments when you already have your...” see full review » see other reviews »

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  • Rated 5 stars

  “Soundview Executive Book Summaries deemed this as one of the *30 Best Business Books* for 2008.
  
  What you will learn from this title:
  
  • How leaders can show courage, integrity, candor and responsibility.
  • How to better focus on the moments when you already have your customer's attention and use those moments to demonstrate your brand’s personality.
  • Why "accidental spokespeople" may be your brand's most powerful influencers.
  • Ways to use the "UAT filter" to understand the personality of your organization.
  • The three core personality principles that will help you put personality into action.
  • How to create your company's "marketing backstory" using techniques pioneered by Hollywood screenwriters.
  • The three methods of getting attention and the attention paradox.
  
  http://www.summary.com/summaries/2008-summaries/_/Personality-Not-Included/
  ”

  Soundview Executive Book Summaries wrote this review Friday, July 31 2009. ( reply | permalink ) Was this review helpful? Yes | No

  
  
  • Rated 4 stars

  “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. ”

  getAbstract wrote this review Wednesday, May 27 2009. ( reply | permalink ) Was this review helpful? Yes | No