16 July 2012 – ‘Unpopularity’ is the new black in the business world, according to marketing consultant and author Erika Napoletano. Brands need to develop a distinct personality and avoid flash-in-the-pan brand tactics, Napoletano explains at the Australian Businesswomen’s Network’s BOOKED For Lunch webinar this Thursday, 19 July 2012 at 12:00pm AEST. At the webinar, Erika Napoletano will discuss her latest book, ‘The Power of Unpopular’, which explores the need for brands in the twenty-first century to establish an active community, rather than trying to appeal to a broader audience.
“Somewhere along the way, business owners got the idea that they had to be popular in order to be successful, when, in fact, the opposite is true,” Napoletano explains.
Instead, Erika Napoletano encourages companies to develop an approachable brand that invites conversation and customer input.
“Every successful brand in history – from corporate behemoths to your neighbourhood coffee shop – is vastly unpopular with a distinct demographic, yet succeeds wildly with the right audience.”
Twice-published author and the person behind the RedheadWriting online persona, Erika Napoletano eschews business slang to offer a no-nonsense approach to achieving business success in the twenty-first century. Head Redhead at marketing consulting firm RHW Media, Erika Napoletano works with businesses to optimise their online brand personas. During the webinar, Napoletano will share practical advice from ‘The Power of Unpopular’ on increasing a company’s shareability and scaling a business to ensure that it will survive its growth. Erika Napoletano’s book, ‘The Power of Unpopular’, couples theory with practice to provide an in-action account of how the rules for branding have changed, and what businesses need to do to build brands for the audiences who love them. For more information and to sign up for ‘The Power of Unpopular’ webinar.
