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Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get It Back, Foreword by Guy Kawasaki (Englisch) Broschiert – März 2008


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Produktinformation

  • Broschiert: 256 Seiten
  • Verlag: Irwin/Mcgraw Hill (März 2008)
  • Sprache: Englisch
  • ISBN-10: 0071545220
  • ISBN-13: 978-0071545228
  • Durchschnittliche Kundenbewertung: 4.5 von 5 Sternen  Alle Rezensionen anzeigen (2 Kundenrezensionen)
  • Amazon Bestseller-Rang: Nr. 3.372.055 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)

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Produktbeschreibungen

Synopsis

Marketing expert, social media guru, and mega-trendsetter Rohit Bhargava explains how faceless companies don't work anymore. In a world where consumers have more access to information than ever, and more power to share their voice ...a brand's identity is no longer controlled through marketing and advertising. In this new era, what you say your brand stands for is no longer good enough. What you demonstrate to your customers matters most. This is the power of your personality. "Personality Not Included" is an essential guide for brands on putting back the missing ingredient in their marketing to build loyal customers, foster consumer (and employee) evangelists, and create a connection that goes beyond profit. The future of business requires new authenticity. Personality is the secret weapon that brings authentic brands to life. -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

Buchrückseite

Personality Not Included breaks down the old barriers between marketing, advertising, and PR and shows you how to nail the single objective of it all: creating powerful conversations with your customers and getting them to choose you over the rest.”
-Timothy Ferriss, #1 New York Times bestselling author of The 4-Hour Workweek

“Just being pretty isn't enough anymore, today a brand also needs a strong personality to survive. In Personality Not Included, Rohit gives you the techniques and tools to help your brand go from wallflower to social butterfly.”
-Laura Ries, bestselling author of 22 Immutable Laws of Branding, cofounder of Ries & Ries

“If there is one book I recommend every client and every agency person read right now, it's Personality Not Included. Every chapter gives you new ways to navigate an increasingly complex marketing landscape with clarity, nimbleness, and pragmatism.”
-Carla Hendra, Chairman, Ogilvy New York, Co-Chief Executive Officer, Ogilvy North America

“There are two types of small business owners-ones that know they are in the business of marketing and those that don't. For either, Personality Not Included is an eye-opening look at what really matters when it comes to delighting your customers.”
-John Jantsch, author of Duct Tape Marketing

-- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

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1 von 1 Kunden fanden die folgende Rezension hilfreich Von Philip Hetjens am 5. Juli 2009
Format: Gebundene Ausgabe
Jedes Unternehmen, das im Social Web/Web 2.0 unterwegs ist, sollte persönlich rüberkommen. Persönlichkeit kann den Verkauf und die Kundenbindung steigern. Dieses Buch zeigt, wie es geht. Es beinhaltet keine Rocketscience, aber es ist eine gute Zusammenfassung von vielen verschiedenen Aspekten.

Es ist in zwei Bereiche geteilt. Der erste Teil ist eine Einführung warum Unternehmen persönlich sein sollten, wie sie das anstellen und was sie dabei beachten sollten. Er zeigt auch, warum es Unternehmen gibt, die damit Probleme haben.

Wirklich negativ in diesem Bereich ist mir aufgefallen, dass fast alle Case-Studies bereits in anderen Büchern vorkamen und nur wenig Neues bieten. Beispiele: Dell mit seinem Blog, Subway mit der Subwaydiät. Aber das Moleskin-Beispiel kannte ich noch nicht und war sehr gut.

Der zweite Teil ist ein Nachschlagewerk von Fragebögen bis hin zu zur Storrytellinganleitung ist alles drin. Der Autor schreibt auch ausdrücklich, dass es ihm wichtig ist, dass man das Buch in beide Richtungen lesen kann (z.B. zuerst das Nachschlagewerk und anschließend den 'Buchteil'). Das fand ich sehr gut, und es funktioniert (auch wenn ich das Buch einfach klassisch von vorne nach hinten gelesen habe).

Sehr schade ist, dass er (mit Begründung) auf ein Literaturverzeichnis verzichtet hat. Natürlich ist so ein Verzeichnis anstrengend zu erstellen, aber wenn man das Buch für eine wissenschaftliche Arbeit benutzen möchte, braucht man es. Er gibt eine Internetadresse an, wo man weitere Ressourcen finden kann, aber leider geht so der Bezug zum Buch verloren.
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Format: Gebundene Ausgabe Verifizierter Kauf
This is not the typical marketing bla bla you get to read far too often. With practical tipps and loads of scenarios and not to forget Bhargava's vivid way of writing make this not only an exciting but also an enlightening read. Above all it became sort of the key-source for my Master's thesis.
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

Amazon.com: 44 Rezensionen
8 von 9 Kunden fanden die folgende Rezension hilfreich
Great Advice From An Insanely Great Book 17. April 2008
Von Michael D. Yanke - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Guy Kawasaki illustrates in his foreword to Rohit Bhargava's excellent new book that it's not enough anymore to produce something great, rather, an absolute necessity to create something "insanely great." Otherwise, you are simply pushing your great product out into the market flush with other great products.

So how do we ensure we create something "insanely" great? We cultivate personality.

Luckily, cultivating a personality is - when boiled down to its basic elements, one of the easiest things in the world to do. Unfortunately, the exact same can be said of golf.

The power of Bhargava's book stems from its ability to take high level marketing themes and elements and make them instantly relatable through exercises, case studies, and pop culture analogies ranging from The Simpsons to Fletch Lives - from Die Another Day to Star Trek: The Next Generation.

Of course, sharing themes is only one half of the battle - and also almost exactly one half of this book.

It's second half is stunning in that it exists as a virtual how-to guide sharing new, yet proven, marketing techniques that can turn even the stodgiest, faceless corporations into the next corporate darling - seemingly overnight.

Techniques shared include karmic marketing - or doing something good without asking for a reward, antimarketer marketing - or making fun of traditional marketing techniques in general to prove you are above it all, and fallibility marketing - or playing up your own mistakes to build a personality.

In the end, "*Personality Not Included" exists in equal measure as a text book new marketing students will find themselves hiding behind the jackets of stodgy, traditional marketing tomes; and as a vital "how-to guide" for rapid cultivation of something many corporations will be embarrassed to admit they may have never had.

Students and kings of industry alike are encouraged to hold this book close at bay.
8 von 9 Kunden fanden die folgende Rezension hilfreich
An Excellent Read with Actionable Advice 16. April 2008
Von Terry Starbucker - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Should a business have a "face"? Should an enterprise exhibit human-like traits to set it apart from straight-laced, by the book and bureaucracy-deep "corporations"?

The answer to these two questions is unequivocally "yes", according to this excellent book.

I must confess he had me at hello on this one, because my bias was already pointed firmly in this direction, but nevertheless, Rohit did a great job of drawing me in with his no nonsense writing style, intelligent pacing and organization, and a clear passion for the subject.

Once drawn in, I was impressed by the way Rohit lead me through the process of properly "building" a company personality.

First he outlined all the key elements. I especially liked his "UAT Filter"- the three core qualities of a company personality: Unique, Authentic and Talkable

Spot on. And he presented great examples from several companies for each element.

Then Rohit did something that many book writers do not do - he wrote a "Part 2" that showed us how to actually put those elements into action, and gave us a bunch of tools to use to boot.

I'm all about the human side of a business. Actually showing that side to our customers is surely a good thing - it's the key to delighting them and making sure they stay with us for a long, long time.

Because people just aren't buying a product or service - they are buying "into" a positive experience. Rohit Bhargava, by virtue of his great experience as a marketing consultant, gets this "big time", and better still he's written a definitive book that explains it all in a practical, understandable and actionable way.
3 von 3 Kunden fanden die folgende Rezension hilfreich
The Chicken Tells All 28. Oktober 2008
Von ChrisBrogan - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Rohit's book is a must read for businesses seeking to understand the new landscape of branding. It's equally good at explaining how an individual can benefit from standing out in a crowd, but as the primary reader of this book will be a business, let's stick to that. Simply put, the book delivers.

What Rohit Bhargava shares with us is that companies who dare to expose their human side are the ones who will keep our business. As I write this, the economic downturn is throwing financial ripples in all directions. Good service is one thing, but a human-feeling relationship with your customers is most certainly equally important.

Filled with examples and suggestions on how you can implement similar efforts, the book delivers lots of actionable value. There are worksheets, web-based extras, and lots of easter eggs included in PNI.

I'm a big fan, and recommend this highly to companies looking for advice from an industry leader.
2 von 2 Kunden fanden die folgende Rezension hilfreich
Hand on, common sense, great stories 25. Mai 2008
Von Klaus Holzapfel - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Rohit Bhargava is the author of the leading "Influential Marketing Blog" (IMB) and is a founding member of the 360 Digital Influence team at Ogilvy. That means he is no "feather weight" in the world of marketing.

His first book "Personality not included" is a solid attempt to explain to marketers why many of the old corporate habits of dealing with their customers and the general public iare obsolete. Who came up with all the stupid policies anyway? If you are in marketing you might not find that book ground breaking because it just reiterates what you can read in the blogosphere pretty much every day. Rohit is not as radical as Seth Godin would be.

Actually Rohit is a very good showcase for his own book: He has a mind of his own and has no problems sharing his thoughts. At the same time he works for a large organization with over 10,000 employees. He is a watch and learn case for many guys who think that blogging and working a corporate job simply don't go together.

This is a book that everyone in business can read and get something out of. It is not too academic or plastered with acronyms that nobody but 50 people in the world would get.

So if the book is not ground breaking in my eyes, why should you read it?
1. Stories: Rohit has a lot of first hand experience to share and throws in many other stories to add to his theories. That is valuable information for any marketer.

2. This book will make you more conscious about your marketing. Many potential readers might apply some principles of the book in their daily work already (myself being one of them). Rohit makes a good effort of structuring and organizing what many of us "feel" is the right thing to do.

3. It might give you some more ammunition when you are arguing with other in your organization on what is the right thing to do: How open do you want to be to the public? How do you portray yourself? How do you deal with your mishaps? Sucking a little less than your competition would be nice, wouldn't it? :-)

4. Power to the people: The book makes a very strong case that the employees of a company are their strongest asset - if they are empowered and have a face and aren't just XYZ employees. Companies embracing this thought will advance and it will make our (corporate) world a nicer place to live in.

The book has only 6 chapters in part one. Rohit explains that almost all marketing books tend to be most interesting until chapter 6 and then become repetitive or boring. So he stopped right there. But then he continues with a nice hands on part that serves as a good reference point for making changes to your own organization (or the ones of your clients).

So even if you are super-smart and know much more than I do you can read the book, put a check mark on every page and know that the top guys at Ogilvy don't know more than you do. That should be worth the price of the book.

Note:
Rohit is a humble man: He only gave himself 4 stars for his own book. Many people will disagree and give him 5 stars and I know he will continue to be in high demand.

[...]
2 von 2 Kunden fanden die folgende Rezension hilfreich
Advice to Businesses & Individuals on getting it right 22. April 2008
Von Shashib - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back
Rohit gets it. I have heard him speak at several forums and I watched as he spread the word about this book implementing and practicing what he preaches. The book itself is a unique product ( cartoons from Hugh Mcleod, tags and place marks that let you go to the relevant worksheet), Its written in a very simple authentic way so you can read it like a book. ( I did on a 4 hour flight). Its talkable having some new things like a "Intermission". If you watch enough Bollywood movies you know you need an intermission.

Every small or large business wil find things in this book that will hit home. If they don't then pat yourself on the back that you are doing the right thing. In case you need to be walked through step by step the book also contains worksheets that you don't have to tell your boss about but they will make you look good.

As for me I bought 3 books for everyone above me in the reporting hierarchy and now I am expecting a promotion. Thank you Rohit for writing a great book. I hope it becomes a NY Times best seller
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