1 of 1 people found the following review helpful
Not your usual marketing manual,
This review is from: Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki (Hardcover)
I have read a fair few marketing books over the years and aside from the odd inpirational chapter they are so often a let down. In fact I'm hard pushed to think of a marketing book that I have actually finished (No Logo...no, Rise of Advertising...no etc etc).
So it was a breath of fresh air when I opened "Personality not Included" and it told me I could skip to the end if I liked, or start in the middle, or turn it upside down and read it whilst drinking a glass of water (okay I made that last one up, but you get the point). PnI - as the author helpfully abbreviates the book - isn't the usual 50 pages spouting a new theory then 300+ pages hammering the point home. The book uses real-world examples to demonstrate the importance of giving a brand a personality then provides helpful information and guides on how best to acheive it. Simple really.
As the author points out, the book can be read in pretty much any order and even when finished provides a useful reference guide when considering marketing strategy.
As it was I did follow the tried and tested route of reading the book from start to finish and I found it thought provoking, informative and challenging. So much so that two days after finishing the book I rewrote a new business proposal based on the book's insight and even handed out copies of the book to the people in the pitch.
Whether you use it as a reference guide or simply as a means to find out more about the role marketing can play within your brand (big or small), PnI is a fantastic read and a great resource.