This document summarizes and promotes a book about using personality to help brands stand out. It argues that personality is the secret to success in today's business world. The book explains why the common myths and approaches to marketing are ineffective, and provides six steps and over 100 real-world examples to help companies develop an authentic and talkable brand personality to connect with customers on a deeper level. Readers will learn how to embrace accidental spokespeople, craft an inspiring backstory, and use personality moments to implement the ideas in an entertaining and useful way.