Book by Rohit Bhargava  Presentation by Kim Hodge  Feb. 21, 2009

1. Personality Not Included: Why Companies Lose Their Authenticity – and How Great Brands Get it Back Book by Rohit Bhargava  Presentation by Kim Hodge  Feb. 21, 2009

2. “You now have to decide what image you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the marketplace.” -David Ogilvy

3. Personality takes brands from being “liked” to being “loved” and makes organizations “iconic” rather than “ordinary.”

4. Chapter One Sign Here to Read This: How Organizations Lose their Personality

5. How to lose personality Be ordinary (and profitable) Focus on sticking to policies rather than logical solutions Take the voice away from employees *Personality is not automatic. It must be built… strategically.

6. Give power… To employees To publics Social media allows for a two-way sharing of power These people can be your ambassadors

7. Chp. 1 Sellevator Pitch “Being faceless doesn’t work anymore. Today you need to have a company of individuals (instead of people) who are empowered to share control with your customers.”

8. Chapter Two The Accidental Spokesperson: How Unlikely Voices are Shaping your Brand

9. To control or not to control • To control with deliberate spokespeople • The founder • The character • The authority • The celebrity • The enthusiast

10. To control or not to control • To not control with “accidental spokespeople” • Bloggers • Wiki-ers • Twitterers? Tweeters? Tweeple? • Word-of-mouth marketers • These people are “citizen marketers” • They form their own message, but it can be shaped through engagement

11. Chp. 2 Sellevator Pitch “Your accidental spokespeople are the employees or customers who are speaking for your brand already (often without your approval or knowledge) and your first challenge is to find ways to embrace these individuals.”

12. Chapter Three A Signature is not Enough: How to Define your Organization’s Personality

13. Signatures can’t be trusted • What does that mean for a company with a “signature product”? • Instead… • Unique • Authenitic • Talkable

14. The UAT filter • Used to build personality • Sequential • Unique • Really the only one • Authentic • Builds trust • Talkable • Make people want to pass it on

15. Chp. 3 Sellevator Pitch “The personality of your organization is the combination of what is unique, authentic, and talkable about it. The UAT filter helps you identify your personality by looking at these elements sequentially.”

16. Chapter Four Lessons from the Storytellers: Crafting a Backstory People Care About

17. Say no to “About us…” • Don’t talk about the company timeline • Talk about your backstory • Characters • Challenge • Vision • Conflict • Triumph

18. Backstory models The Passionate Enthusiast The Inspired Inventor The Smart Listener The Likeable Hero The Little Guy vs. the Big Guy Your story can be one or a combination of the above

19. Chp. 4 Sellevator Pitch “A backstory offers a reason for your customers to believe I your brand. There are five key models of backstories: the passionate enthusiast, the inspired inventor, the smart listener, the likeable hero, and the little guy vs. the big guy.”

20. Chapter Five Conquering the Fear Factor: Getting your Organization to Embrace Personality

21. There is nothing to fear… • Change requires getting over fear, and you need authority to lead the organization through it • Four barriers to personality: • Success • Uncertainty • Tradition • Precedent

22. No fear? Make sure you have authority (respect) Compile case studies, information, success stories Link the change to something big- put a little pressure on Take baby steps Get buy-in and give credit

23. Chp. 5 Sellevator Pitch “Fear is the underlying reason behind most of the barrierrs to personality and manifests itself through success, uncertainty, tradition, and precedent. To overcome these, you need to find a position of authority within your organization (based on respect or authority).”

24. Chapter Six Add Personality and Stir: Finding and Using Personality Moments

25. Let’s have a moment! Personality moments are chances to connect with your customer Every moment is a chance to get their attention Get good at recognizing these moments so you can insert your personality

26. Where is my personality? • Personality can happen online or in person • Remember the little things– details make the difference • What do you do if someone doesn’t care? • Be so cool that everyone has to talk about you! (A.k.a. be talkable!)

27. Chp.6 Sellevator Pitch “Focusing on personality moments means making better use of the times when you already have your customers’ attention (during and after purchase) as well as using your personality to attract attention during the other phases.”

28. Discussion Questions

29. Discuss amongst yourselves Do you think your organization has personality? What are some ways that we can insert our organization’s personality into our PR tactics? Do you think you could use these tools to help define your organization’s personality? What about defining your personality?