This book reveals the marketing potential of storytelling in an advertising strategy, explaining how trend-setting companies are repositioning their brands on blogs and on social networks while applying a strategic emphasis on projecting a corporate personality best suited to winning customer loyalty. Table of contents :  Foreword by Guy Kawasaki Note to Readers Introduction PART I 1 Sign Here to Read This How Organizations Lose Their Personality 2 The Accidental Spokesperson How Unlikely Voices Are Shaping Your Brand 3 A Signature Is Not Enough How to Define Your Organizations Personality 4 Lessons from the Storytellers Crafting a Backstory People Care About 5 Conquering the Fear Factor Getting Your Organization to Embrace Personality 6 Add Personality and Stir Finding and Using Personality Moments PART II Introduction: The Butler Was a Marketer Putting Personality into Action Techniques: New Styles of Marketing Overview of Techniques Curiosity Marketing Karmic Marketing Participation Marketing Un-Whatever Marketing Sensory Marketing Anti-Marketer Marketing Fallibility Marketing Insider Marketing Useful Marketing Incidental Marketing Guides & Tools: Taking Theory Further Master List of Guides and Tools by Chapter Bibliography Not Included A Note on Research ... Or How to Claim a Vacuum Cleaner on Your Tax Return Index Acknowledgments Meet the Author