Personality Not Included

About the Author

Rohit Bhargava is a prominent figure in the world of digital marketing and branding. As the Senior Vice President of Digital Strategy and a founding member of the 360 Digital Influence group at Ogilvy Public Relations Worldwide, Bhargava has made significant contributions to the field. His work has been featured in major publications such as The Wall Street Journal, Marketing China, and BrandWeek. Bhargava is also the author of the Influential Marketing blog, where he shares his expertise on marketing strategies and brand development. His insights are not only theoretical but also practical, as he has applied them to real-world scenarios, helping various brands achieve success. In "Personality Not Included," Bhargava delves into the critical role of personality in modern branding, offering a roadmap for companies to rediscover and harness their unique identities.

Main Idea

The central thesis of "Personality Not Included" is that in an era of digital communication and social media, a brand's personality is more crucial than ever. Bhargava argues that traditional advertising methods, which often portray brands as faceless entities, are no longer effective. Instead, brands need to cultivate a genuine, relatable personality that resonates with customers on a personal level. This personality should be reflected in every aspect of the brand, from its products and services to its interactions with customers. Bhargava believes that a strong brand personality can transform customers from passive consumers into passionate advocates, thereby driving brand loyalty and long-term success.

Table of Contents

• Introduction
• Part 1: The Power of Personality
• Part 2: The Accidental Spokesperson
• Part 3: The UAT Filter
• Part 4: Personality in Action
• Part 5: The Backstory
• Part 6: Overcoming Fear
• Part 7: Conclusion

Introduction

In the introduction, Bhargava sets the stage by highlighting the shift in consumer behavior and expectations. He points out that in the digital age, consumers are inundated with information and have become more discerning in their choices. They are no longer satisfied with brands that offer only good products or services; they want to connect with brands on a deeper level. This connection is forged through a brand's personality, which should be authentic, engaging, and reflective of the brand's core values. Bhargava introduces the concept of "Personality Not Included" as a call to action for brands to rediscover and leverage their unique personalities to stand out in the crowded marketplace.

The Power of Personality

Personality is not just an added bonus for brands; it is a fundamental element that can make or break a business. Bhargava explains that a strong brand personality can create an emotional connection with customers, making them more likely to choose that brand over competitors. He cites the example of Apple, a brand that has built a strong personality around innovation, simplicity, and creativity. Apple's personality is evident in everything from its product design to its marketing campaigns, and this consistency has helped the brand cultivate a loyal customer base.