personality not included (book concise)

For Starters

What is different in this book??Theories vs. ActionVisual bookmarkingStories, stories and more storiesThe Sellevator Pitch

Chapter 1

Sign here to Read thisHow Organizations lose their Personality

Chapter 1

How Organizations lose their Personality

Individuals become JUST peopleLikeability factorDoes size matter?

Chapter 1How Organizations lose their Personality

Being Faceless used to work- Adding layers inspired customer trust- Advertising defines a company's identity- Consistency was a successful business principle- Risk management was the first priority

Chapter 1How Organizations lose their Personality

Hiding their personality- Being ordinary (and yet profitable)- Focusing on policy rather than logic- Silencing employees

Secret of Personality

Chapter 2

The Accidental SpokespersonHow unlikely voices are shaping your brand

Chapter 2

How unlikely voices are shaping your brand

Art of embracing accidentsThe deliberate spokespersonUncontrollable rise of the accidental spokespersonEmployees as accidental spokespeopleDark side of accidental spokespeople

Chapter 3

A Signature is not Enough How to define your Organization's Personality

Chapter 3How to define your Organization's Personality

Convenience is no long kingMarketing to vulnerable customers

The Stunt Marketer

How to be unique?- Finding the uncontested space- Positioning- Create a twist- Thinking outside your region

Unique

Authentic

Talkable

The UAT filter

Personality

Chapter 3How to define your Organization's Personality

Transparency is overratedHow to be authentic?

- Defining a credible heritage- Demonstrate passion and belief- Foster individuals instead of people

Talkability relates to WOM

Chapter 3How to define your Organization's Personality

How to be talkable?- Offer something of value and that is limited- Have a hook that is shareable- Get out of the way

Personality Principals- Talk like a real person- Admit you are marketing- Have a sense of humor

Chapter 4

Lessons from the storytellers Crafting a Backstory People care about

Chapter 4Crafting a Backstory People care about

Real power of backstoryYour marketing is not the Titanic (we hope)Thinking like a screenwriter

1.Establish characters quickly 2.Create moments rather than descriptions 3.Write with natural human language 4.An emotional connection 5.Weave a compelling story

Chapter 4Crafting a Backstory People care about

The BArc Model 1.Characters 2.Challenge 3.Vision 4.Conflict 5.Triumph

Chapter 4Crafting a Backstory People care about

Backstory Picker 1.The Passionate enthusiast 2.The Inspired inventor 3.The Smart listener 4.The Likeable hero 5.The Little guy vs. big guy

Chapter 5

Conquering the fear factor Getting your organization to embrace personality

Chapter 5Getting your organization to embrace personality

Finding your authorityFear and Beyond : “Change is not Death, Fear of Change is Death”

Barriers to Personality: How to Conquer them?

- Conquering the success barrier- Conquering the uncertainty barrier- Conquering the tradition barrier- Conquering the precedent barrier

Chapter 6

Add Personality and Stir Finding and Using Personality moments

Chapter 6

Seeking Attention

Shock Sex Relevance

Personality Moments

Understanding Personality Moments :

Chapter 6Buying Cycle

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Research

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Relevance is the Key The Attention Paradox Forget the Thrill of the Chase Kill the Silos

Chapter 6

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Research

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Indifference