Author’s tweets @RedheadWriting:
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The Book

Book_The_Power_of_Unpopular“Your brand is a who and never a what. People do business with people.”

“..unpopular brands aren’t afraid to pick a side, because they know what’s important, what they stand for, and what they’re willing to walk away from in pursuit of what’s most important to their business goals.”

“Sharing makes us a part of something bigger than ourselves. We want (and need) to belong and be a part of a story, and sharing the tribe’s message identifies us as belonging with the community. It helps build relationships.”

Every successful brand in history is inherently unpopular with a specific demographic. Brand Personality: What’s yours? Explore the importance of taking a stand and why brands become road kill without a distinct personality. Community: It’s the number one thing that unpopular brands have figured out—learn how to build yours. Brand Advocacy: It knows no scale and your fans don’t care how big you are. A guide for businesses on the proper care and feeding of their biggest asset.
Publication Date: March 27, 2012

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