The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)

Every successful brand in history is inherently unpopular with a specific demographic. Somewhere along the way, people felt they had to be popular in order to be successful, when in fact, the opposite is true. The brands playing in the space you want to dominate have already figured out the inherent power of being unpopular.

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