{"product_id":"the-power-of-unpopular-a-guide-to-building-your-brand-for-the-audience-who-will-love-you-and-why-no-one-else-matters-9781118134665","title":"The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and Why No One Else Matters)","description":"\u003cp\u003e • Author(s): Erika Napoletano\u003cbr\u003e • Publisher: Wiley\u003cbr\u003e • Publisher Imprint: Wiley\u003cbr\u003e • BISAC: Marketing - Direct\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the Back Cover\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eBeing popular sucks.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eSomewhere 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 \u003ci\u003eThe Power of Unpopular\u003c\/i\u003e, you'll discover what the world's greatest innovators have always known: popular is the \u003ci\u003elast\u003c\/i\u003e thing you ever want to build a business to be. \u003c\/p\u003e\u003cp\u003eStop focusing your brand-building on groups who will never like you and learn how to identify the audience you want to serve. \u003ci\u003eThe Power of Unpopular\u003c\/i\u003e simply--and bluntly--explains concepts that you can immediately graft onto your existing business strategies: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDiscover your brand personality and explore what you gain from taking a stand\u003c\/li\u003e \u003cli\u003eFind the people who will benefit from what you have to offer, and then tell them a story that they want to hear\u003c\/li\u003e \u003cli\u003eBecome an approachable brand that invites conversation and a high level of customer input\u003c\/li\u003e \u003cli\u003eBuild your community and get your brand shared\u003c\/li\u003e\n\u003cli\u003eScale your brand in a way that ensures that it will survive its own growth\u003c\/li\u003e \u003cli\u003eUnderstand profitability--in both financial and emotional terms\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eFeaturing 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eChange the way you do business \u003ci\u003eand\u003c\/i\u003e live your life--become unpopular.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eLearn more about her and the book at \u003cb\u003ewww.erikanapoletano.com\u003c\/b\u003e and \u003cb\u003ewww.unpopularbook.com\u003c\/b\u003e.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Hardcover","offer_id":45117706403991,"sku":"9781118134665","price":1781.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9781118134665.webp?v=1767273499","url":"https:\/\/atlanticbooks.com\/products\/the-power-of-unpopular-a-guide-to-building-your-brand-for-the-audience-who-will-love-you-and-why-no-one-else-matters-9781118134665","provider":"Atlantic Books","version":"1.0","type":"link"}