Personality not included (Book concise)
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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)
For Starters
What is different in this book??Theories vs. ActionVisual bookmarkingStories, stories and more storiesThe Sellevator Pitch
Chapter 1
Sign here to Read thisHow Organizations lose their Personality
Chapter 1
How Organizations lose their Personality
Individuals become JUST peopleLikeability factorDoes size matter?
Chapter 1How 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
Chapter 1How Organizations lose their Personality
Hiding their personality- Being ordinary (and yet profitable)- Focusing on policy rather than logic- Silencing employees
Secret of Personality
Chapter 2
The Accidental SpokespersonHow unlikely voices are shaping your brand
Chapter 2
How unlikely voices are shaping your brand
Art of embracing accidentsThe deliberate spokespersonUncontrollable rise of the accidental spokespersonEmployees as accidental spokespeopleDark side of accidental spokespeople
Chapter 3
A Signature is not Enough How to define your Organization's Personality
Chapter 3How to define your Organization's Personality
Convenience is no long kingMarketing 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
Chapter 3How to define your Organization's Personality
Transparency is overratedHow to be authentic?
- Defining a credible heritage- Demonstrate passion and belief- Foster individuals instead of people
Talkability relates to WOM
Chapter 3How 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
Chapter 4
Lessons from the storytellers Crafting a Backstory People care about
Chapter 4Crafting a Backstory People care about
Real power of backstoryYour 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
Chapter 4Crafting a Backstory People care about
The BArc Model 1.Characters 2.Challenge 3.Vision 4.Conflict 5.Triumph
Chapter 4Crafting 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
Chapter 5
Conquering the fear factor Getting your organization to embrace personality
Chapter 5Getting your organization to embrace personality
Finding your authorityFear 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
Chapter 6
Add Personality and Stir Finding and Using Personality moments
Chapter 6
Seeking Attention
Shock Sex Relevance
Personality Moments
Understanding Personality Moments :
Chapter 6Buying Cycle
Purchase
InteractShare
Research
Share Interact
Purchase
Relevance is the Key The Attention Paradox Forget the Thrill of the Chase Kill the Silos
Chapter 6
Purchase
InteractShare
Research
Share Interact
Purchase
Indifference
