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Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki Hardcover – 1 May 2008

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Product details

  • Hardcover: 256 pages
  • Publisher: McGraw-Hill Professional (1 May 2008)
  • Language: English
  • ISBN-10: 0071545212
  • ISBN-13: 978-0071545211
  • Product Dimensions: 14.7 x 2.5 x 21.6 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 579,712 in Books (See Top 100 in Books)

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Product Description

From the Back Cover

Personality Not Included breaks down the old barriers between marketing, advertising, and PR and shows you how to nail the single objective of it all: creating powerful conversations with your customers and getting them to choose you over the rest.”
-Timothy Ferriss, #1 New York Times bestselling author of The 4-Hour Workweek

“Just being pretty isn't enough anymore, today a brand also needs a strong personality to survive. In Personality Not Included, Rohit gives you the techniques and tools to help your brand go from wallflower to social butterfly.”
-Laura Ries, bestselling author of 22 Immutable Laws of Branding, cofounder of Ries & Ries

“If there is one book I recommend every client and every agency person read right now, it's Personality Not Included. Every chapter gives you new ways to navigate an increasingly complex marketing landscape with clarity, nimbleness, and pragmatism.”
-Carla Hendra, Chairman, Ogilvy New York, Co-Chief Executive Officer, Ogilvy North America

“There are two types of small business owners-ones that know they are in the business of marketing and those that don't. For either, Personality Not Included is an eye-opening look at what really matters when it comes to delighting your customers.”
-John Jantsch, author of Duct Tape Marketing

About the Author

Rohit Bhargava is SVP of Digital Strategy and a founding member of the 360 Digital Influence group at Ogilvy Public Relations Worldwide, one of the world's largest marketing and communications agencies. He authors the award-winning Influential Marketing blog (rohitbhargava.typepad.com), is a sought after marketing speaker, and has been featured in media worldwide including The Wall Street Journal, Marketing China, and BrandWeek. Read about Rohit's latest updates and appearances at www.aboutrohit.com.

www.personalitynotincluded.com


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6 of 6 people found the following review helpful By MrsJulieGibbons on 11 Jun. 2008
Format: Hardcover Verified Purchase
An innovative book in so many ways - the structure; the layout; the design; the marketing -- all uber innovative. But what really counts is the content - and Rohit just nails it.

Rohit Bhargava is right up there with the likes of Seth Godin and Guy Kawasaki. Why? Because he tells it like it is. There's no jargonistic BS in this book. Just plenty of (super cool) examples and global ones at that - Rohit shows a refreshing awareness that we don't all live in the USA!

The whole of Part Two is devoted to what to do with the revelations laid out in Part One. Yes - read this book and Rohit will tell you what to do for your business (though, to be honest I already had a page full of notes about things to do/improvements to make/nuggets to share from each of the chapters in part one as they unfolded - that's how enlightening it is).

This book isn't just for marketers. It isn't just for trendy start-ups. It is for any business - from solopreneurs through to blue chip. It is also relevant to anyone in any position in the work place - anyone who wants to make a difference that is.

If you love Seth Godin, or Guy Kawasaki then you'll love Rohit Bhargava. If you've no idea who any of these people are, but are looking for a refreshing and up-to-the-minute business read, then you could do no better. You won't be able to resist taking action during and after this one.
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3 of 3 people found the following review helpful By Joanne Morley on 26 Jan. 2009
Format: Hardcover Verified Purchase
I read this book as it was recommended to me by a friend. As a marketer you often get involved in the actual look and feel of a brand rather than what it means for the people who are buying from you. This book gives you the knowledge you need to really understand what lies behind a great brand and it more than a good looking logo. The personality of your brand is the key to success and this book gives you the tools and techniques you need to develop your brand. More importantly although the author has written about large companies his ideas can be easily translated into brand ideas for small businesses as well. You could also take a look at The Brighter Marketing Bible for Small Businesseswhich also covers how to manage your brand in an SME.

Overall the book is well worth a read and because it is split into two sections, one with anecdotes and theories. The second with the tools you need to develop your brand you can also dip in and out of it to get ideas when you need them.
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3 of 3 people found the following review helpful By Rolf Dobelli TOP 1000 REVIEWER on 27 May 2009
Format: Hardcover
Author Rohit Bhargava pushes for companies to use social media and an array of other marketing tools to develop sales-boosting corporate or brand personalities and regain their "authenticity." He presents a step-by-step plan for creating a distinctive, compelling corporate personality, from friendly employees to a unique brand identity. Some of his case studies of exemplary corporate personalities could be stronger and more unified, but Bhargava is well-informed and encouraging. He splits the book into two sections. The longer first section explains various approaches to distinctive branding. The second outlines 10 marketing tactics, and provides a "guides and tools" implementation appendix for each chapter. getAbstract welcomes this useful battle plan for marketers who want to give their products consumer-friendly personalities - not just for promotion, but for sales appeal.
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