Why Unpopular Brands Rule: Erika Napoletano Talks to Marketing Smarts [Podcast]

“Popular is the last thing smart business people should want to be.” At least that’s the firmly held belief of Erika Napoletano, author of the forthcoming book The Power of Unpopular, and this week’s guest on Marketing Smarts. But whatever could she mean? And why would any smart businessperson set out to be unpopular?

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