And it got me thinking about all these big brands -- Walmart, the New York Yankees, Focus on the Family. Those are brands that are widely discussed and beloved by a very feverish demographic, but there's also a demographic that hates them, that will never set foot in them, never subscribe to what they do," she continues. "So why are we trying to build brands that are wildly popular instead of building a brand for a small group of people who will love you and be advocates for you?"
Hence The Power of Unpopular, a book that takes people through the process of building an unpopular brand -- unpopular in the best of ways.
Napoletano signs the book tonight at the Tattered Cover LoDo, 1628 16th Street, at 7:30 p.m.; admission is free. Visit www.unpopularbook.com for more information.
Wed., May 9, 7:30 p.m., 2012