Rohit Bhargava‘s book, “Personality not included,” a book on branding, is being released today on Amazon. I downloaded a copy of the introductory chapter, via a Facebook group I was invited to. The full title, which includes “Why Companies Lose Their Authenticity And How Great Brands Get it Back” explains what the curious title is trying to achieve. In a social media era, where he says “all forms are portable, personal, and filtered,” brand identities are susceptible to perception, as much as communication. A true personality becomes a brand’s secret weapon.

Having interviewed Rohit before, I know how passionate he is about digital marketing and branding. In keeping with the recipe of branding he advocates in the book, he’s letting his personality flow through. He is eschewing the “Bum rush the charts” approach to create a surge in sales and asking people -personalities–to be his advocates. He’s also posting on Twitter.