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Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki Hardcover – May 1, 2008


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Product Details

  • Hardcover: 302 pages
  • Publisher: McGraw-Hill; 1 edition (May 1, 2008)
  • Language: English
  • ISBN-10: 0071545212
  • ISBN-13: 978-0071545211
  • Product Dimensions: 1 x 5.6 x 8.4 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (44 customer reviews)
  • Amazon Best Sellers Rank: #685,037 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

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

About the Author

Rohit Bhargava is SVP of Digital Strategy and a founding member of the 360 Digital Influence group at Ogilvy Public Relations Worldwide, one of the world's largest marketing and communications agencies. He authors the award-winning Influential Marketing blog (rohitbhargava.typepad.com), is a sought after marketing speaker, and has been featured in media worldwide including The Wall Street Journal, Marketing China, and BrandWeek. Read about Rohit's latest updates and appearances at www.aboutrohit.com.

www.personalitynotincluded.com


More About the Author

Hi, I'm Rohit. I write books to inspire better communications and more humanity in business.

Why should organizations do business in more human ways? For years I have studied consumer behaviour and why some ideas succeed while others fail. The secret, I believe, comes down to personal and human connections. Big ideas only work when the right people believe in them. Products only sell consistently when people love them enough to talk about and recommend them. And smart, truthful and influential communications and marketing can help make all that happen.

In my books, you won't find long winded academic prose. Instead, I try to use a human voice to share real life stories for proving my ideas and often include easy to use frameworks, bulleted lists and acronyms to help those ideas become more valuable for you. My five books (so far) have each been #1 best sellers in their respective categories on Amazon.

Outside of publishing, my "day job" is as CEO of the Influential Marketing Group (IMG) advising some of the biggest brands in the world on business and communications strategy. I am also often invited to speak at events around the world on business trends (including two TEDx events), marketing strategy and what it really takes to inspire people to buy or believe in ideas and companies.

I am a also an occasional Professor at Georgetown University and my business card describes me as three things: "Marketer, Speaker and Nice Guy." I invite you to email me directly and test that last claim for yourself: likeonomics [at] gmail [dot] com

Customer Reviews

4.6 out of 5 stars
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The book was easy and enjoyable to read.
Marian Fortunati
Throughout the book Rohit Bhargava provides ample examples of businesses which are using the techniques that he discusses.
Nikki Leigh
Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back Rohit gets it.
Shashib

Most Helpful Customer Reviews

8 of 9 people found the following review helpful By Michael D. Yanke on April 17, 2008
Format: Hardcover
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.
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8 of 9 people found the following review helpful By Terry Starbucker on April 16, 2008
Format: Hardcover
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.
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3 of 3 people found the following review helpful By ChrisBrogan on October 28, 2008
Format: Hardcover
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.
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2 of 2 people found the following review helpful By Klaus Holzapfel on May 25, 2008
Format: Hardcover
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.
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