Summary of Personality not included

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

McGraw-Hill, more...

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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
  • 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...
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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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