I've been a fan of Erika Napoletano's for several months now, and when I heard she was working on a book about branding, I immediately began anticipating it. Writing at her blog, RedheadWriting, Erika is known for spot-on, steely-eyed, tell-it-like-it-honestly-is business advice, with a special knack for the "B*tch Slap" - a regular feature in which she digitally delivers a healthy dose of common sense in a "wake up and smell the freakin' Folgers already" way.
So I freely admit that this review is coming from a fan, one who adores Erika's admittedly not-for-everyone style.
She's toned it down maybe a hair or two for "Unpopular," but the common sense flows freely here, and it's always of the practical, go-forth-and-implement-this-stuff-NOW variety.
If you're a digital entrepreneur, or run ANY kind of business, freelance or otherwise, you would do well to give this one a careful read-through. Erika's thesis -- that your biz will never be loved by everybody and that this is a GOOD thing -- might not be revolutionary, but the principles can revolutionize small businesses everywhere, of every flavor. She thoroughly grasps the central truth of solo and small biz ownership: that the brand is the owner, plain and simple. Moreover, she shows you clearly all the ways that concept can and should inform your marketing and conduct of your business.
Bottom line: if you're looking for some practical empowerment in your dose-of-reality branding and marketing advice, this is the book for you.
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