Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back, Foreword by Guy Kawasaki »

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

“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

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

Introduction 1

Part One

Ch. 1 Sign Here to Read This: How Organizations Lose Their Personality 19

Ch. 2 The Accidental Spokesperson: How Unlikely Voices Are Shaping Your Brand 41

Ch. 3 A Signature Is Not Enough: How to Define Your Organization's Personality 73

Ch. 4 Lessons from the Storytellers: Crafting a Backstory People Care About 101

Ch. 5 Conquering the Fear Factor: Getting Your Organization to Embrace Personality 135

Ch. 6 Add Personality and Stir: Finding and Using Personality Moments 159

Part Two

Introduction The Butler Was a Marketer: Putting Personality into Action 185

Techniques: New Styles of Marketing: Overview of Techniques 188

Guides and Tools: Taking Theory Further: Master List of Guides and Tools by Chapter 234

Appendices

Bibliography Not Included 285

A Note on Research: Or How to Claim a Vacuum Cleaner on Your Tax Return 287

Bonus Content 289

Index 291