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The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)
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 d...more
Hardcover, 224 pages
Published
March 27th 2012
by Wiley
(first published February 15th 2012)
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The Power of Unpopular, the book, begins with this dedication:
It is kind of funny to hear Jimi Hendrix's "If Six Were Nine" in this context; after all, this is where Jimi taunts and admonishes business men who point their plastic fingers at him. But that is how Napoletano rolls. Though this tattooed fiery redhead p...more
For every entrepreneur who's ever wanted to let a freak flag fly.
And for my parents--who not only always let me fly mine
but who also took me shopping for fabric so I could make my own.
It is kind of funny to hear Jimi Hendrix's "If Six Were Nine" in this context; after all, this is where Jimi taunts and admonishes business men who point their plastic fingers at him. But that is how Napoletano rolls. Though this tattooed fiery redhead p...more
This is one of those books I'm always going to recommend to my clients. The author concisely expresses the problems that many businesses have and offers solutions which aren't necessarily a quick fix (there never is one), but are ones that if followed will have an impact on your business. I know that by just following the advice in the personality chapter I'm already getting more interaction and more distinctiveness for my brand. She also provides some useful resources on the website for the boo...more
I was so excited to read this book because it was written by Erika freaking Napoletano a/k/a Redhead Writing. Erika is hands down my favorite blogger because of her exquisitely and uniquely colorful language along with her ability to understand exactly what's in my head. Unfortunately, this book was a bit of a disappointment for me because it just didn't sound like Erika. I wasn't looking for gratuitous use of the f-bomb, mind you, but something that really sounded like her. Here's one example f...more
Whether you're an entrepreneur or community builder, this book is straight up brilliant. Erika is crazy transparent and real and speaks in a language I completely understand and relate to. Identifying your audience, having a personality and building approachability are such key elements of a brand. As someone who has had to always narrow down an invite list, it's hard for me to remember things like "No company should bend to appease every customer that walks through the door. It’s a matter of re...more
A useful little book if you're starting your own business. Tips on branding, audiences and hiring policy. Outspoken and witty, it's a quick but engaging read. Covers the basics but doesn't go much further. A 101 for a quirky start up for sure. Coffee shop owners would love it.
The way Erika approached the problem is interesting, but really the whole book is all about things that most marketing books already mention.
This is actually a very good book on building brands, finding your audience, charging what you're worth, and making money. Nice.
This was a first reads book that I started a while ago, and got "misplaced" when I moved to a new home.
Good advice for business owners, on building a company and its brand....no matter what the "business" is, and being true to yourself and your principles, while doing the best possible for your clients.
Now to go out and implement it.
Good advice for business owners, on building a company and its brand....no matter what the "business" is, and being true to yourself and your principles, while doing the best possible for your clients.
Now to go out and implement it.
Jun 13, 2012
Andrew Rangel
is currently reading it
So far its an inspiring tale of doing what you want for the people who you want to reach. I would recommend that anyone that is a business owner, small or large, look into this book.
If you own a small business this is a book you must read. It is likely that you have preconceived notions on marketing and they are wrong.
May 21, 2013
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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 P...more
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