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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)

3.99  ·  Rating Details ·  118 Ratings  ·  18 Reviews
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 ...more
Hardcover, 224 pages
Published March 27th 2012 by Wiley (first published February 15th 2012)
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Ken Deshaies
Aug 28, 2013 Ken Deshaies rated it it was amazing
Erika Napolitano is a brash, forthright arbiter of decency in the business world. I was first captivated by her blog, and decided to take on her book. It reads clearly and linearly, with advice that I felt was poignant and relevant. Basically, she points out that it is important to understand that you should never try to be all things to all people. No matter what you do, how good your product or service is, you will be demonized by those who either just don't get it or who are threatened by ...more
Chris Craddock
Jul 03, 2012 Chris Craddock rated it it was amazing
Shelves: business
The Power of Unpopular, the book, begins with this dedication:

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
May 07, 2012 Jodi rated it liked it  ·  review of another edition
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 ...more
Jan 02, 2014 Zengarden rated it liked it
In the age of modern technology we now have awareness of our many choices, if not all of them, for any given desire. With so much to choose from, how do you know what's right for you? Niche marketing. Being unpopular means finding you distinct niche and selling the hell out of it to the people who care. The rest won't know you from all the fish swimming in your pond, and that's ok. You can't please everyone all of the time and you needn't try. I enjoyed the book, its colorful language and in ...more
Taylor Ellwood
Feb 24, 2013 Taylor Ellwood rated it it was amazing
Shelves: business
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 ...more
Sherrie Rohde
Feb 02, 2013 Sherrie Rohde rated it it was amazing
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 ...more
Anita Ashland
Jan 30, 2016 Anita Ashland rated it liked it
The best parts of this book are the case studies of businesses. In fact, you could skip the rest of the content in the book and just read the case studies. The businesses featured in the case studies are Lehman's in Kidron, Ohio; BetterRide mountain biking instruction company in Colorado; Marination Mobile Hawaiian fusion food truck business; Mrs. G's TV & Appliances in New Jersey; Narragansett Beer in New England; CelebiDucks, publishes of animation artwork; Freestyle Capital, investors in ...more
Damien Franco
What can I say about Erika that hasn't been said before? Her honesty and hold-nothing-back persona has earned her a legion of fans and it's all well deserved.

Her writing style is friendly and informative.

Honest. This book is honest. And it's probably not for everyone but that's kinda the point.

We live in a crowded world. You're trying to get your business noticed. Stand out. Be different. Embrace the fact that not everyone is your target audience.

Recommended reading for all marketing professio
Rick Bavera
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 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.
Cassandra Greenwald
Nov 30, 2013 Cassandra Greenwald rated it it was ok
I really liked the premise, and I think the book started out strong, but I got bored toward the middle and didn't finish. I'm probably missing some valuable pieces to the puzzle, but I am hoping I got the gist. I like her writing, though, and will continue to follow her on various social media channels.
Helen Lawrence
May 01, 2013 Helen Lawrence rated it liked it
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.
Erica McGillivray
Aug 25, 2015 Erica McGillivray rated it it was ok
Shelves: women-authors
I really love Erika Napolitano's blog and her idea behind the book. While I strongly believe in her message and find her to be a compelling writer, this book was too basic. I wanted more of a 202 than 101 experience.
Laura Belgrave
May 28, 2016 Laura Belgrave rated it really liked it  ·  review of another edition
Sage advice

In real speak and often blunt speak, the author encourages businesses often regarded as unpopular to seek ways to stand out, anyway. Yes. It's clear there's a place in this techno-frenzied world for every company to be heard--if you dare. Quite a thoughtful read.
Apr 18, 2013 Marilyn rated it really liked it
This is actually a very good book on building brands, finding your audience, charging what you're worth, and making money. Nice.
Andrew Rangel
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.
May 05, 2013 James rated it liked it  ·  review of another edition
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.
Ace Le
Feb 17, 2013 Ace Le rated it liked it
The way Erika approached the problem is interesting, but really the whole book is all about things that most marketing books already mention.
Samantha rated it liked it
May 29, 2015
Molly Mandje
Molly Mandje rated it it was amazing
Feb 17, 2016
Jan 21, 2016 Clint rated it liked it  ·  review of another edition
Excellent advice about how to start.
Judy rated it liked it
May 14, 2014
Łukasz rated it it was amazing
Jan 10, 2013
Chrissy Schear
Chrissy Schear rated it really liked it
Jul 12, 2016
Kathleen rated it it was amazing
May 26, 2016
Mary Moss
Mary Moss rated it it was amazing
Feb 12, 2016
Sitthichok Khunthaveelab
Sitthichok Khunthaveelab rated it really liked it
May 26, 2013
Ophélie Lechat
Ophélie Lechat rated it liked it
Sep 16, 2015
Don Dingee
Don Dingee rated it really liked it
Feb 01, 2016
Cate Spaulding
Cate Spaulding rated it it was ok
Jun 14, 2013
Donald Buley
Donald Buley rated it really liked it
Apr 06, 2016
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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 (a destination for unpopular thoughts and blunt advice), she's also a columnist for Entrepreneur magazine and was recognized by both the Denver ...more
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