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Personality not included (Book concise)

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As part of an assignment, here is a book concise of "Personality not included" by Rohit Bhargava

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Personality not included (Book concise)

  1. 2. For Starters <ul><li>What is different in this book?? </li></ul><ul><ul><li>Theories vs. Action </li></ul></ul><ul><ul><li>Visual bookmarking </li></ul></ul><ul><ul><li>Stories, stories and more stories </li></ul></ul><ul><ul><li>The Sellevator Pitch </li></ul></ul>
  2. 3. Chapter 1 Sign here to Read this How Organizations lose their Personality
  3. 4. Chapter 1 <ul><li>How Organizations lose their Personality </li></ul><ul><ul><li>Individuals become JUST people </li></ul></ul><ul><ul><li>Likeability factor </li></ul></ul><ul><ul><li>Does size matter? </li></ul></ul>
  4. 5. Chapter 1 <ul><li>How Organizations lose their Personality </li></ul><ul><ul><li>Being Faceless used to work </li></ul></ul><ul><li>- Adding layers inspired customer trust </li></ul><ul><li>- Advertising defines a company's identity </li></ul><ul><li>- Consistency was a successful business principle </li></ul><ul><li>- Risk management was the first priority </li></ul>
  5. 6. Chapter 1 <ul><li>How Organizations lose their Personality </li></ul><ul><ul><li>Hiding their personality </li></ul></ul><ul><li>- Being ordinary (and yet profitable)‏ </li></ul><ul><li>- Focusing on policy rather than logic </li></ul><ul><li>- Silencing employees </li></ul><ul><ul><li>Secret of Personality </li></ul></ul>
  6. 7. Chapter 2 The Accidental Spokesperson How unlikely voices are shaping your brand
  7. 8. Chapter 2 <ul><li>How unlikely voices are shaping your brand </li></ul><ul><ul><li>Art of embracing accidents </li></ul></ul><ul><ul><li>The deliberate spokesperson </li></ul></ul><ul><ul><li>Uncontrollable rise of the accidental spokesperson </li></ul></ul><ul><ul><li>Employees as accidental spokespeople </li></ul></ul><ul><ul><li>Dark side of accidental spokespeople </li></ul></ul>
  8. 9. Chapter 3 A Signature is not Enough How to define your Organization's Personality
  9. 10. Chapter 3 <ul><li>How to define your Organization's Personality </li></ul><ul><ul><li>Convenience is no long king </li></ul></ul><ul><ul><li>Marketing to vulnerable customers </li></ul></ul><ul><ul><li>The Stunt Marketer </li></ul></ul><ul><ul><li>How to be unique? </li></ul></ul><ul><li>- Finding the uncontested space </li></ul><ul><li>- Positioning </li></ul><ul><li>- Create a twist </li></ul><ul><li>- Thinking outside your region </li></ul>Unique Authentic Talkable The UAT filter Personality
  10. 11. Chapter 3 <ul><li>How to define your Organization's Personality </li></ul><ul><ul><li>Transparency is overrated </li></ul></ul><ul><ul><li>How to be authentic? </li></ul></ul><ul><li>- Defining a credible heritage </li></ul><ul><li>- Demonstrate passion and belief </li></ul><ul><li>- Foster individuals instead of people </li></ul><ul><ul><li>Talkability relates to WOM </li></ul></ul>
  11. 12. Chapter 3 <ul><li>How to define your Organization's Personality </li></ul><ul><ul><li>How to be talkable? </li></ul></ul><ul><li>- Offer something of value and that is limited </li></ul><ul><li>- Have a hook that is shareable </li></ul><ul><li>- Get out of the way </li></ul><ul><ul><li>Personality Principals </li></ul></ul><ul><li>- Talk like a real person </li></ul><ul><li>- Admit you are marketing </li></ul><ul><li>- Have a sense of humor </li></ul>
  12. 13. Chapter 4 Lessons from the storytellers Crafting a Backstory People care about
  13. 14. Chapter 4 <ul><li>Crafting a Backstory People care about </li></ul><ul><ul><li>Real power of backstory </li></ul></ul><ul><ul><li>Your marketing is not the Titanic (we hope)‏ </li></ul></ul><ul><ul><li>Thinking like a screenwriter </li></ul></ul><ul><li>1.Establish characters quickly </li></ul><ul><li>2.Create moments rather than descriptions </li></ul><ul><li>3.Write with natural human language </li></ul><ul><li>4.An emotional connection </li></ul><ul><li>5.Weave a compelling story </li></ul>
  14. 15. Chapter 4 <ul><li>Crafting a Backstory People care about </li></ul><ul><ul><li>The BArc Model </li></ul></ul><ul><li>1.Characters </li></ul><ul><li>2.Challenge </li></ul><ul><li>3.Vision </li></ul><ul><li>4.Conflict </li></ul><ul><li>5.Triumph </li></ul>
  15. 16. Chapter 4 <ul><li>Crafting a Backstory People care about </li></ul><ul><ul><li>Backstory Picker </li></ul></ul><ul><li>1.The Passionate enthusiast </li></ul><ul><li>2.The Inspired inventor </li></ul><ul><li>3.The Smart listener </li></ul><ul><li>4.The Likeable hero </li></ul><ul><li>5.The Little guy vs. big guy </li></ul>
  16. 17. Chapter 5 Conquering the fear factor Getting your organization to embrace personality
  17. 18. Chapter 5 <ul><li>Getting your organization to embrace personality </li></ul><ul><ul><li>Finding your authority </li></ul></ul><ul><ul><li>Fear and Beyond : “Change is not Death, Fear of Change is Death” </li></ul></ul><ul><ul><li>Barriers to Personality: How to Conquer them? </li></ul></ul><ul><li>- Conquering the success barrier </li></ul><ul><li>- Conquering the uncertainty barrier </li></ul><ul><li>- Conquering the tradition barrier </li></ul><ul><li>- Conquering the precedent barrier </li></ul>
  18. 19. Chapter 6 Add Personality and Stir Finding and Using Personality moments
  19. 20. Chapter 6 Personality Moments Understanding Personality Moments : Seeking Attention Shock Sex Relevance
  20. 21. Chapter 6 Buying Cycle <ul><ul><li>Relevance is the Key </li></ul></ul><ul><ul><li>The Attention Paradox </li></ul></ul><ul><ul><li>Forget the Thrill of the Chase </li></ul></ul><ul><ul><li>Kill the Silos </li></ul></ul>Purchase Interact Share Research Share Interact Purchase
  21. 22. Chapter 6 Indifference Purchase Interact Share Research Share Interact Purchase

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