| 000 | 02848cam a2200361 i 4500 | ||
|---|---|---|---|
| 001 | 17029624 | ||
| 003 | OSt | ||
| 005 | 20250307104754.0 | ||
| 008 | 111101s2012 nju 000 0 eng | ||
| 010 | _a 2011045220 | ||
| 020 | _a9781118134665 (hardback) | ||
| 040 |
_aDLC _beng _cDLC _erda _dDLC |
||
| 042 | _apcc | ||
| 082 | 0 | 0 |
_a658.827 NAP 2012 23416 _223 _b23416 |
| 084 |
_aBUS043000 _2bisacsh |
||
| 100 | 1 |
_aNapoletano, Erika, _d1972- _92289 |
|
| 245 | 1 | 4 |
_aThe power of unpopular : _ba guide to building your brand for the audience who will love you (and why no one else matters) / _cErika Napoletano. |
| 260 |
_aHoboken, New Jersey : _bJohn Wiley & Sons, Inc., _c[2012] |
||
| 300 |
_axv, 202 pages ; _c24 cm |
||
| 336 |
_atext _2rdacontent |
||
| 337 |
_aunmediated _2rdamedia |
||
| 338 |
_avolume _2rdacarrier |
||
| 520 |
_a"You probably never thought you'd want to build an unpopular brand, but the rules for branding have changedEvery 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 about the competition. 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. Erika Napoletano's irreverent yet never insincere tone takes readers on a colloquial and actionable journey, producing concepts that readers can immediate 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"-- _cProvided by publisher. |
||
| 650 | 0 |
_aTarget marketing. _92290 |
|
| 650 | 0 |
_aBranding (Marketing) _92291 |
|
| 650 | 0 |
_aTarget marketing _vCase studies. _92292 |
|
| 650 | 0 |
_aBranding (Marketing) _vCase studies. _92293 |
|
| 650 | 7 |
_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh _92294 |
|
| 856 | 4 | 2 |
_3Cover image _uhttp://catalogimages.wiley.com/images/db/jimages/9781118134665.jpg |
| 906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
| 942 |
_2ddc _cBK _n0 |
||
| 999 |
_c18813 _d18813 |
||