By Matt Boffey

Every Wednesday, London Strategy Unit’s Matt Boffey reads one of the most influential books from the world of innovation, marketing or creativity so you don’t have to. This week’s read is The Power of Unpopular by Erika Napoletano, 2012.

Why have we chosen this book?

Because successful brands aren’t loved by everyone that stumbles across their path. In fact, brands that try to be best friends with everyone can end up selling to no one. The Power of Unpopular is all about building audiences that actively enjoy interacting with your brand – and that means becoming a brand that some people Read full story ›

Source: The Drum