The power of unpopular : a guide to building your brand for the audience who will love you (and why no one else matters) / Erika Napoletano.

"You probably never thought you'd want to build an unpopular brand, but the rules for branding have changed. Every successful brand in history is inherently unpopular with a specific demographic. Somewhere along the way, people felt they had to be popular in order to be successful, when in...

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Bibliographic Details

Online Access:	Full Text (via ProQuest)
Main Author:	Napoletano, Erika, 1972-
Format:	eBook
Language:	English
Published:	Hoboken, N.J. : John Wiley & Sons, [2012]
Subjects:	Target marketing. Branding (Marketing) Target marketing > Case studies. Branding (Marketing) > Case studies. Case studies.