Rohit Bhargava o najnowszej książce Personality not included
W piątek 28 marca pojawiła się w sprzedaży najnowsza książka Rohit Bhargava “Personality Not Included: Why Brands Lose Their Authenticity And How Great Companies Get it Back”. Autor przedstawia w niej bardzo ważną rolę kreowania wizerunku czy osobowości firm w czasach powszechnego dostępu do informacji. Książka jest swojego rodzaju przewodnikiem dla firm, który wskazuje jak zbudować lojalność wśród konsumentów. Zachęcamy do zapoznania się z fragmentem książki.
Przedstawiamy jeszcze pytanie, które skierowaliśmy do Rohit’a odnośnie Personality Not Included:
How to putt back the missing ingredient in marketing to build loyalty and create a connection that goes beyond profit?
This is a question that is at the heart of the book, and the short answer is that you need to use your personality. Of course, that is probably too simple of an answer, so let me share a bit more. Personality, as I define it, is the unique, authentic and talkable soul of your brand that customers, employees and others can get passionate about. What this means is that you need to add back the individual voice that customers can relate to. This means letting your employees share your message, telling a stronger story about your brand, using more human language (as opposed to business jargon) and taking advantage of the many personality moments that you are likely to come across - from when you are selling to when you are fulfilling a product. Putting these pieces together helps you to build loyalty and create a deeper connection with your customers that goes beyond profit.
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Słowa kluczowe: Personality Not Included, Rohit Bhargava