Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki Hardcover – May 1, 2008
Frequently bought together
Customers who viewed this item also viewed
Customers who bought this item also bought
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.
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
The book largely deals with personality (of course) and the looming ennui of "faceless" companies that don't connect with their customers, which benefits no one. It sounds obvious, but as staples like The Consumerist hammer home time and time again, even the glaring gets forgotten. I suspect this is due to "idealogical incest", the echo chamber of corporations copying each other on the WRONG things, compounding their screwups by being over-cautious and de-humanizing themselves!
Why did I pick this up?
I read PNI to do some professional development at my job as Resident Enlightenment Manager at Linden Lab, since just about everything I do in Second Life is avatar-centric, and hence, personality-driven.
In solidarity with Seth Godin's teachings, PNI makes a strong case for the benefits of storytelling to compel and intrigue your customers. What I learned within wasn't entirely new, but it did affirm, and reaffirm some independent ideas I had been cooking up for some time -- and now feel more confident about, knowing I'm far from alone here.
I especially found comfort in the overall presentation of PNI: from the colorful cover depicting a unique, rainbow-mohawked rooster who stands out from his peers to the fresh, well-spaced typesetting inside, these details all add to the overall readability and value. These are in themselves aspects of personality which a lot of people experience, yet have a difficult time articulating. Even if you can't put your finger on it, they make a positive difference in aggregate!
Other benefits include valuable numbered lists (e.g., types of company spokespersons) which are punchy, clear, and non-trite (an all-too-easy trap to fall into) and the practical exercises found in Part Two (intriguingly, Part One ends after Chapter 6 since Rohit reasons where this is where the "sweet spot" is). Also see his fresh approach to a non-bibliography, while still backing up his claims. It's rare to see such a self-aware "breaking the 4th wall" perspective in a serious-yet-fun business book, and I must mention the well-designed companion website, which may in itself serve as inspiration for future campaigns you'll do.
It's also nice to see Rohit practices what he preaches: I emailed him with kudos and a correction (he misspelled "Jaron Lanier" as "Jared Lanion"... what a spoonerism!), and he warmly contacted me back, encouraging me to review and spread the word -- here I am!
Personality began with talking a lot about what Apple has done, which turned me off. I am not saying I do not like Apple (I have 2 computers, phone, and iPod), I don't like when people praise Apple as a god. Yes they have model that worked and definitely differentiated them from the competition, but they are not the only one's to have done this. Getting deeper into the book Bhargava did much less talk about Apple.
I enjoyed how well he described what a "faceless" company is, or one without personality. We all know them. It is a company that you are left on the phone waiting for hours only to be transferred to another person. It is companies with policies and regulations for everything they do and never act outside of them because it is just what they have always done. He points out how being faceless used to work but that is not the case any longer. Personality is key.
I like how Bhargava pointed out how likeability matters. "Statistics time and time again prove that people don't sue doctors they like, regardless of how bad they screwed up." This was a great quote for how accurate it really is. Most people have a few brands that they really love and are passionate about. They might have one bad experience but because of how much they love them, it doesn't affect their attitude towards the brand. Personality is the only means to getting that likeability.
In chapter 1 there is a section titled `the real secret of personality" it explains how there is activity put towards attracting new customers and much less done towards focusing on existing customers while it should be the opposite. I agree with this point however I don't like how he is claiming to know this great marketing philosophy when every business is aware of it already. This point is completely false in that nobody is spending more on getting new customers when everyone is taught in marketing 101 that it is cheaper to retain customers.
Throughout PNI there are many points that I do agree with and find important. Chapter 2 is all about spokespersons for a brand. There are many people out there, especially online that are passionate about your brand, use them to your advantage instead of trying to always control the message yourself. Chapter 3 explains how you get to personality. The UAT Filter model shows how first there is uniqueness followed by authenticity and lastly talkable. Following this filter leads to personality. Chapter 4 addresses mainly the authenticity part. Having a backstory to your company is key. I liked this point because it has a clear message to a business owner and isn't as ambiguous as other instructions- you need to have a backstory about your business.
Chapter 5 talks about the biggest obstacle to personality in big organizations are fear, fear of losing a job or fear of losing authority. Businesses afraid to lose some control and become more transparent are the ones that are instilling this fear in employees. Change is also a big issue.
What I loved about PNI is that it sets a very good base for establishing personality. It gives you requirements and challenges to beat to get a personality as well as many reasons why personality is so important today. What I did not like about the book were the claims to be revolutionary information when some of it was very well known already. Some information can also be seen as common sense and he is just actually documenting it. Overall I would recommend to others who are establishing a brand or doing a complete overhaul of an old one to understand and have good foundations to what their brand's personality will be. I would claim the audience for Personality Not Included to be younger and new marketing professionals, as some of the ones out in the field already wont find too much new information here.