Summary of Personality not included

Why Companies Lose Their Authenticity – And How Great Brands Get it Back

McGraw-Hill, more...

Buy the book

Personality not included book summary
A step-by-step tour of the moves a marketer can make to forge a winning, selling personality for any company.


7 Overall

8 Applicability

6 Innovation

8 Style


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.

In this summary, you will learn

  • Why brands and companies benefit from vivid personalities;
  • How to build such personas; and
  • How to use 10 personality-packed marketing strategies.


Developing a Great Personality
To make your brands well-liked and respected, your company needs to develop its personality. It needs a public face that shows its real values, a persona that marketing can convey in stories that create empathy and move consumers to buy. Developing a brand...
Get the key points from this book in less than 10 minutes. Learn more about our products or log in

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.

Comment on this summary

More on this topic

By the same author

Customers who read this summary also read

More by category