A few days ago, Rohit Bhargava extended an offer to do blog interviews as part of the launch for his new book, Personality Not Included. This was an irresistible offer for me!

 
First, a bit about Rohit – let me introduce him to you…
Rohit Bhargava is SVP of Digital Strategy and a founding member of the 360 Digital Influence group at Ogilvy Public Relations Worldwide, one of the world’s largest marketing and communications agencies. He authors the award-winning Influential Marketing blog, is a sought-after marketing speaker, and has been featured in media worldwide including The Wall Street Journal, Marketing China, and BrandWeek. Read about Rohit’s latest updates and appearances 

Here is my blog interview with Rohit Bhargava:

BECKY: What do you think the major reason is that causes companies to lose their authenticity?
ROHIT: “I would have to say the biggest reason is by silencing their employees and not allowing them to have a voice.  The other major reason is by lapsing into using too much “marketingspeak” instead of having a more authentic approach.”
 

BECKY: If branding is based on authenticity, should that always be the unifying element for all products or services offered by a company?
ROHIT: “I’m not sure if authenticity alone can do that.  I would say that the unifying element for all the products or services has to be a theme that actually works strategically to tie them together.  Authenticity is a principle that they can all embrace, but that along is unlikely to tie things together.”
 

BECKY: Is it possible that an offshoot of a company’s established branding may be successfully developed, without sacrificing authenticity?
ROHIT: “Sure, I think that it depends on how this “offshoot” relates to the main brand.  As long as it is something that fits with the overall brand, I would say this could be done.”
 

BECKY: Why do you think “personality” is an important element for companies in today’s marketplace?
ROHIT: “I believe in personality because it brings together three hot trends and core ideas in business today … social media, authenticity and word of mouth.  Personality bridges those together, but also offers a new way of thinking about branding and what is really important.”  
 

BECKY: How does a company’s authenticity truly shine through the public’s filters of skepticism?
ROHIT: “The main way is through having the right people behind it.  The only way to get through skepticism is by having real people talk about a company authentically.  If you look at any successful example where a company was able to battle skepticism (like with JetBlue’s cancelled flight situation), it was through having a real voice followed by real action.  In JetBlue’s case, that was an apology on YouTube by the CEO, followed by creating their own Customer Bill of Rights.”
 

Read other bloggers who are hosting interviews and find out more about Rohit’s new marketing book, and how he became inspired to write it.
About the new book, Personality Not Included 

Biz Reads to Inform and Inspire: Recommended insightful resources in our special Small Business Library:
Personality Not Included 

More Exciting Biz Reads 

Cutting Edge Biz Library

I was thrilled to take part in this exciting book launch with Rohit. Thank you for this wonderful opportunity to interview you, Rohit! I look forward to reading his new book, Personality Not Included.

A few days ago, Rohit Bhargava extended an offer to do blog interviews as part of the launch for his new book, Personality Not Included. This was an irresistible offer for me!

 
First, a bit about Rohit – let me introduce him to you…
Rohit Bhargava is SVP of Digital Strategy and a founding member of the 360 Digital Influence group at Ogilvy Public Relations Worldwide, one of the world’s largest marketing and communications agencies. He authors the award-winning Influential Marketing blog, is a sought-after marketing speaker, and has been featured in media worldwide including The Wall Street Journal, Marketing China, and BrandWeek. Read about Rohit’s latest updates and appearances 

Here is my blog interview with Rohit Bhargava:

BECKY: What do you think the major reason is that causes companies to lose their authenticity?
ROHIT: “I would have to say the biggest reason is by silencing their employees and not allowing them to have a voice.  The other major reason is by lapsing into using too much “marketingspeak” instead of having a more authentic approach.”
 

BECKY: If branding is based on authenticity, should that always be the unifying element for all products or services offered by a company?
ROHIT: “I’m not sure if authenticity alone can do that.  I would say that the unifying element for all the products or services has to be a theme that actually works strategically to tie them together.  Authenticity is a principle that they can all embrace, but that along is unlikely to tie things together.”
 

BECKY: Is it possible that an offshoot of a company’s established branding may be successfully developed, without sacrificing authenticity?
ROHIT: “Sure, I think that it depends on how this “offshoot” relates to the main brand.  As long as it is something that fits with the overall brand, I would say this could be done.”
 

BECKY: Why do you think “personality” is an important element for companies in today’s marketplace?
ROHIT: “I believe in personality because it brings together three hot trends and core ideas in business today … social media, authenticity and word of mouth.  Personality bridges those together, but also offers a new way of thinking about branding and what is really important.”  
 

BECKY: How does a company’s authenticity truly shine through the public’s filters of skepticism?
ROHIT: “The main way is through having the right people behind it.  The only way to get through skepticism is by having real people talk about a company authentically.  If you look at any successful example where a company was able to battle skepticism (like with JetBlue’s cancelled flight situation), it was through having a real voice followed by real action.  In JetBlue’s case, that was an apology on YouTube by the CEO, followed by creating their own Customer Bill of Rights.”
 

Read other bloggers who are hosting interviews and find out more about Rohit’s new marketing book, and how he became inspired to write it.
About the new book, Personality Not Included 

Biz Reads to Inform and Inspire: Recommended insightful resources in our special Small Business Library:
Personality Not Included 

More Exciting Biz Reads 

Cutting Edge Biz Library

I was thrilled to take part in this exciting book launch with Rohit. Thank you for this wonderful opportunity to interview you, Rohit! I look forward to reading his new book, Personality Not Included.