Book description
Every successful brand in history is inherently unpopular with a
specific demographic. Somewhere along the way, people felt they had to
be popular in order to be successful, when in fact, the opposite is
true. The brands playing in the space you want to dominate have already
figured out the inherent power of being unpopular. In The Power of
Unpopular, you'll discover the difference between flash-in-the-pan brand
tactics and those designed to place you miles above the competition.
- 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.
Erika Napoletano was never the prom queen, but
that's never stopped her from doing whatever the hell she set her mind
to. She's the Head Redhead at RHW Media, a digital strategies
consultancy based in Denver, Colorado. The voice behind
RedheadWriting. com (a destination for unpopular thoughts and blunt
advice), she's also a columnist for Entrepreneur magazine and
was recognized by both the Denver Post and 5280 magazine
as one of Colorado's top Twitter personalities.
Learn more about
her and the book at www. erikanapoletano. com and www.
unpopularbook. com.
