The Power of Unpopular (John Wiley & Sons – March 2012)
If you stop and think for a moment, every successful brand in history – from from Apple to Android and Walmart to Nordstrom – is highly unpopular with a very distinct demographic. But that hasn’t hindered their success, has it? It’s time to rethink unpopular.
Being unpopular isn’t about wearing uncool sneakers or getting picked last for kickball — it’s about equipping your business with the tools required to honor your audience and build a brand designed to endure any economy.
What you’ll find in this book:
- The five components of every unpopular (aka successful) brand
- The difference between “unpopular” and “unlikeable” (and why they’re very different qualities)
- The one reason you’re allowed to stay in business from one day to the next
- Case studies about wildly successful, privately-owned companies built by entrepreneurs — just like you – including exact details on what they did to get from where they started to where they are today.
And you just might find that there’s a conspicuous lack of bullshit between the front and back cover.
There’s nothing magical to building a brand that endures except a metric ton of hard work — and if you’re ready to sign up for that, you’re ready to do the one thing that will set you apart from every competitor out there.
Build a brand you can love and have it loved by the people who matter the most…the ones you built it for in the first place.