Wish to improve your marketing effectiveness in the social age? Keen to develop a unique and distinct advantage for your business?
The answer to this may very well lie in one of the oldest traits of humanity. Namely, your personality.
Unlike many other “guru texts” which I’ve read, Rohit nicely balances theory and technique. His book provides readers with plenty of useful case studies plus a framework that they can work on.
The central premise of the book is this:
That personality is the single most important element in your products, brands and company.
Epitomized by charismatic leaders, savvy sales persons, and caring customer service associates, possessing an attractive personality helps us to stand out from our peers.
In a similar fashion, companies should embrace their “personalities”. These “accidental spokespersons” could be customers, partners, employees or other stakeholders who are known to be vocal about the brand and the organisation.
So what can you do to leverage on the strength of your corporate and brand personalities?
For a start, your company could loosen up overly rigid regulations. You know, those which strike fear in the hearts of your people, while still maintaining some semblance of control.
Succeeding in the new consumer or corporate space also requires you to adopt the tenets of Uniqueness, Authenticity and Talkability (UAT) – the theoretical core of the book. These are defined as follows:
To make UAT come alive, Rohit proposed that companies and their employees should refrain from “marketing-speak”.
Instead, they should talk like a real person (in all written, visual and verbal forms), be transparent and open with the way they conduct their marketing activities (rather than covet), and possess a sense of humour.
Storytelling figured largely in the development of you personality. In the book, Rohit suggested that the back story of an organisation may instill more interest than its marketing collaterals.
There are five different models of how you can relate your back story:
Overcoming the barriers to adoption is a critical factor in any personality marketing endeavour.
Here, Rohit offered useful advice on how you can build a position of authority within your organisation so that you have the ability to resolve challenges such as prior success, uncertainty, tradition or precedence.
Key strategies here include involved listening, increasing your knowledge of the unknown, and seeking to arrive at a win-win position with your detractors.
Perhaps the most fascinating part of the book for a marketing theoreticist cum pragmatist (like me) were the 10 techniques featuring the new styles of marketing. These were as follows:
Like any good business book, Rohit gave lots of examples and case studies. While some like Apple, Google and Virgin Airlines were quite done to death, others like Stacy’s Sidewalk Pita Cart, Sister Hazel, Innocent Drinks and Timbuk2 were rather refreshing.
Presented in a clear and active tone of voice (sans buzzwords), the book was easily read and understood. What I especially like about Rohit is how he suggests that not everything can be solved by a blog, Facebook account, Tweet, or Youtube video.
Many of the approaches and examples detailed in the book have nothing to do with social media. In fact, social media is presented more as a means rather than an end.
More importantly, they involved fundamental strategic shifts in thinking about how a company relates to all its stakeholders and presents itself.