Personality not included (Book concise)

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    01-Nov-2014
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As part of an assignment, here is a book concise of "Personality not included" by Rohit Bhargava

Transcript of Personality not included (Book concise)

  • 1.
  • 2. For Starters
    • What is different in this book??
      • Theories vs. Action
      • Visual bookmarking
      • Stories, stories and more stories
      • The Sellevator Pitch
  • 3. Chapter 1 Sign here to Read this How Organizations lose their Personality
  • 4. Chapter 1
    • How Organizations lose their Personality
      • Individuals become JUST people
      • Likeability factor
      • Does size matter?
  • 5. Chapter 1
    • How Organizations lose their Personality
      • Being Faceless used to work
    • - Adding layers inspired customer trust
    • - Advertising defines a company's identity
    • - Consistency was a successful business principle
    • - Risk management was the first priority
  • 6. Chapter 1
    • How Organizations lose their Personality
      • Hiding their personality
    • - Being ordinary (and yet profitable)
    • - Focusing on policy rather than logic
    • - Silencing employees
      • Secret of Personality
  • 7. Chapter 2 The Accidental Spokesperson How unlikely voices are shaping your brand
  • 8. Chapter 2
    • How unlikely voices are shaping your brand
      • Art of embracing accidents
      • The deliberate spokesperson
      • Uncontrollable rise of the accidental spokesperson
      • Employees as accidental spokespeople
      • Dark side of accidental spokespeople
  • 9. Chapter 3 A Signature is not Enough How to define your Organization's Personality
  • 10. Chapter 3
    • How to define your Organization's Personality
      • Convenience is no long king
      • Marketing to vulnerable customers
      • The Stunt Marketer
      • How to be unique?
    • - Finding the uncontested space
    • - Positioning
    • - Create a twist
    • - Thinking outside your region
    Unique Authentic Talkable The UAT filter Personality
  • 11. Chapter 3
    • How to define your Organization's Personality
      • Transparency is overrated
      • How to be authentic?
    • - Defining a credible heritage
    • - Demonstrate passion and belief
    • - Foster individuals instead of people
      • Talkability relates to WOM
  • 12. Chapter 3
    • How to define your Organization's Personality
      • How to be talkable?
    • - Offer something of value and that is limited
    • - Have a hook that is shareable
    • - Get out of the way
      • Personality Principals
    • - Talk like a real person
    • - Admit you are marketing
    • - Have a sense of humor
  • 13. Chapter 4 Lessons from the storytellers Crafting a Backstory People care about
  • 14. Chapter 4
    • Crafting a Backstory People care about
      • Real power of backstory
      • Your marketing is not the Titanic (we hope)
      • Thinking like a screenwriter
    • 1.Establish characters quickly
    • 2.Create moments rather than descriptions
    • 3.Write with natural human language
    • 4.An emotional connection
    • 5.Weave a compelling story
  • 15. Chapter 4
    • Crafting a Backstory People care about
      • The BArc Model
    • 1.Characters
    • 2.Challenge
    • 3.Vision
    • 4.Conflict
    • 5.Triumph
  • 16. Chapter 4
    • Crafting a Backstory People care about
      • Backstory Picker
    • 1.The Passionate enthusiast
    • 2.The Inspired inventor
    • 3.The Smart listener
    • 4.The Likeable hero
    • 5.The Little guy vs. big guy
  • 17. Chapter 5 Conquering the fear factor Getting your organization to embrace personality
  • 18. Chapter 5
    • Getting your organization to embrace personality
      • Finding your authority
      • Fear and Beyond : Change is not Death, Fear of Change is Death
      • Barriers to Personality: How to Conquer them?
    • - Conquering the success barrier
    • - Conquering the uncertainty barrier
    • - Conquering the tradition barrier
    • - Conquering the precedent barrier
  • 19. Chapter 6 Add Personality and Stir Finding and Using Personality moments
  • 20. Chapter 6 Personality Moments Understanding Personality Moments : Seeking Attention Shock Sex Relevance
  • 21. Chapter 6 Buying Cycle
      • Relevance is the Key
      • The Attention Paradox
      • Forget the Thrill of the Chase
      • Kill the Silos
    Purchase Interact Share Research Share Interact Purchase
  • 22. Chapter 6 Indifference Purchase Interact Share Research Share Interact Purchase