{"product_id":"9781118134665","title":"The Power of Unpopular A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)","description":"\u003ch1\u003eThe Power of Unpopular\u003c\/h1\u003e\u003ch2\u003eA Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)\u003c\/h2\u003e\u003ch3\u003eErika Napoletano\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003eEvery 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 difference between flash-in-the-pan brand tactics and those designed to place you miles above the competition.  \u003cul\u003e \u003cli\u003eBrand Personality: What's yours? Explore the importance of taking a stand and why brands become road kill without a distinct personality.\u003c\/li\u003e \u003cli\u003eCommunity: It's the number one thing that unpopular brands have figured out—learn how to build yours.\u003c\/li\u003e \u003cli\u003eBrand 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.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eErika Napoletano's irreverent yet never insincere tone takes readers on a colloquial and actionable journey, producing concepts that readers can immediately graft onto their existing business strategies. Complete with case studies of businesses from across the country, this is the book that couples theory with practice, creating pathways for business owners of any size and age. Change the way you do business and live your life—become unpopular.\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e  \u003cp\u003e\u003cb\u003eERIKA NAPOLETANO\u003c\/b\u003e 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 \u003ci\u003eEntrepreneur\u003c\/i\u003e magazine and was recognized by both the \u003ci\u003eDenver Post\u003c\/i\u003e and \u003ci\u003e5280\u003c\/i\u003e magazine as one of Colorado’s top Twitter personalities. \u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e27 March 2012\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9781118134665\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e224\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e14.4\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44377643778188,"sku":"9781118134665","price":22.46,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9781118134665.jpg?v=1780195458","url":"https:\/\/lateknightbooks.com\/products\/9781118134665","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}