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Synopsis

Every successful brand in history is inherently unpopular with aspecific demographic. Somewhere along the way, people felt they hadto be popular in order to be successful, when in fact, the oppositeis true. The brands playing in the space you want to dominate havealready figured out the inherent power of being unpopular. In ThePower of Unpopular, you'll discover the difference betweenflash-in-the-pan brand tactics and those designed to place youmiles above the competition.

  • Brand Personality: What's yours? Explore the importance oftaking a stand and why brands become road kill without a distinctpersonality.
  • Community: It's the number one thing that unpopular brands havefigured out—learn how to build yours.
  • Brand Advocacy: It knows no scale and your fans don't care howbig you are. A guide for businesses on the proper care and feedingof their biggest asset.

Erika Napoletano's irreverent yet never insincere tone takesreaders on a colloquial and actionable journey, producing conceptsthat readers can immediately graft onto their existing businessstrategies. Complete with case studies of businesses from acrossthe country, this is the book that couples theory with practice,creating pathways for business owners of any size and age. Changethe way you do business and live your life—becomeunpopular.

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