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Personality not included
Why Companies Lose Their Authenticity – And How Great Brands Get it Back
McGraw-Hill, 2008
Category:
Sales & Marketing
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(4)In this summary you will learn
- Why brands and companies benefit from vivid personalities
- How to build such personas
- How to use 10 personality-packed marketing strategies
Why you should read Personality not included
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.
About the author
Rohit Bhargava is senior vice president of Digital Strategy, a marketing consulting company, and a founding member of the 360 Digital Influence group at Ogilvy Public Relations. He writes the Influential Marketing blog.
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