“Personality not included” by Ogilvy Public Relations’ Rohit Bhargava is a seminal piece of work on marketing strategy. Unlike many other “guru texts” which I’ve read, Rohit nicely balances theory and technique, giving readers plenty of useful case studies and a framework that they can work on.
The central premise behind the book is that personality is the single most important element in one’s products, brands and company. In order to do so, companies should embrace their accidental spokespersons, ie customers, partners, employees or other stakeholders who are known to be vocal about the brand and the organisation. They should also loosen up overly rigid regulations that incite fear in their people, while still maintaining some semblance of control.