The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)
- Brand Personality: What's yours? Explore the importance of taking a stand and why brands become road kill without a distinct personality.
- Community: It's the number one thing that unpopular brands have figured out—learn how to build yours.
- Brand Advocacy: It knows no scale and your fans don't care how big you are. A guide for businesses on the proper care and feeding of their biggest asset.
Erika Napoletano's irreverent yet never insincere tone takes readers on a colloquial and actionable journey, producing concepts that readers can immediately graft onto their existing business strategies. Complete with case studies of businesses from across the country, this is the book that couples theory with practice, creating pathways for business owners of any size and age. Change the way you do business and live your life—become unpopular.
Introduction: Lessons Learned from a Lippy Lady on an Airplane xi
Chapter 1 Rethinking Unpopular 1
Chapter 2 Identifying Your Audience 23
Chapter 3 Personality—Pick One 47
Chapter 4 Approachability—Putting Out theWelcome Mat 75
Chapter 5 Sharability—Getting Your Audience to the Rooftops (and Letting Them Shout) 107
Chapter 6 Scalability—News Flash: You Can’t Do Everything Yourself 129
Chapter 7 Profitability—The Money’s Gotta Come from Somewhere 147
Chapter 8 Finally—They Hate Me! 165
Chapter 9 The Backyard Economy—A Bit on Nurturing What We’ve Built . . . 179
Epilogue: Shutting Up 189
Appendix A: Shit You Should Read, Who Wrote It, and Why 195
Appendix B: Getting into It—Your Guide to Resources on the Book’s Website 201
Learn more about her and the book at www.erikanapoletano.com and www.unpopularbook.com.
Somewhere along the way, business owners got the idea they had to be popular in order to be successful, when, in fact, the opposite is true. Every successful brand in history—from corporate behemoths to your neighborhood coffee shop—is vastly unpopular with a distinct demographic, yet succeeds wildly with the right audience. Isn't it time to rethink "unpopular"? In The Power of Unpopular, you'll discover what the world's greatest innovators have always known: popular is the last thing you ever want to build a business to be.
Stop focusing your brand-building on groups who will never like you and learn how to identify the audience you want to serve. The Power of Unpopular simply—and bluntly—explains concepts that you can immediately graft onto your existing business strategies:
Discover your brand personality and explore what you gain from taking a stand
Find the people who will benefit from what you have to offer, and then tell them a story that they want to hear
Become an approachable brand that invites conversation and a high level of customer input
Build your community and get your brand shared
Scale your brand in a way that ensures that it will survive its own growth
Understand profitability—in both financial and emotional terms
Featuring real businesses from across the globe, this irreverent guide couples theory with practice, blazing pathways that businesses of any size or age can follow. Becoming unpopular shows you who you are and what you have to offer—and lets you tell all the naysayers to shove it.
Change the way you do business and live your life—become unpopular.