Every once in a while, you read a business book and it becomes obvious that what you’ve been doing is…wrong. You know at that moment that you need to start doing things differently.
I had that feeling the first time I read “Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back” by Rohit Bhargava. At the time, Rohit was a co-worker at Ogilvy and I was reading the book as a professional courtesy. I mean, sure, he was a smart guy, super nice, and seemed to understand marketing, but I wasn’t expecting much. Most marketing books are bland and theoretical. Short on insight and long on catchphrases.
But Rohit’s book was different. It was clear that Rohit had taken great pains to write a book that went beyond basic theories social media and marketing. It was an insightful, actionable book that is as relevant today as when it was published in 2008.
In his second book, Rohit tackles a range of marketing topics. The umbrella concept of “Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action” (2012) is “likeability,” but that’s just part of the story. He shares case studies and anecdotes that reveal why believability and trust are so powerful for brands. Continue reading