The Power of Unpopular

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.

Autorentext

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.

Zusammenfassung
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 outlearn 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 lifebecome unpopular.

Inhalt
Acknowledgments ix Introduction: Lessons Learned from a Lippy Lady on an Airplane xi

Chapter 1 Rethinking Unpopular 1

Chapter 2 Identifying Your Audience 23

Chapter 3 PersonalityPick One 47

Chapter 4 ApproachabilityPutting Out theWelcome Mat 75

Chapter 5 SharabilityGetting Your Audience to the Rooftops (and Letting Them Shout) 107

Chapter 6 ScalabilityNews Flash: You Can't Do Everything Yourself 129

Chapter 7 ProfitabilityThe Money's Gotta Come from Somewhere 147

Chapter 8 FinallyThey Hate Me! 165

Chapter 9 The Backyard EconomyA 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 ItYour Guide to Resources on the Book's Website 201