A funny, inspirational audiobook about how to build a brand.

Number one New York Times best-selling author Scott Dikkers tells the hilarious, outrageous, and deeply personal story of how he built the most trusted news source in America, The Onion.

The Onion started as a small college humor newspaper in 1988. How did it grow to become a worldwide comedy brand with millions of social media followers and rabid fans today?

Brands today tend to follow the herd when it comes to marketing and branding, but often it's running in a different direction of the herd that gets you noticed.

The Onion did the opposite of what brands are supposed to do. The Onion didn't listen to its customers. It didn't give them what they wanted. It didn't engage with them. It was never "authentic". In fact, everything The Onion printed was fabricated, spoken through a phony facade. This was not by accident. It was calculated and executed with precision.

What’s Inside:

• How to court, woo, and seduce people to fall in love with your brand!
• How to recruit the very best and brightest minds in your industry to work for you!
• The single-best way to manage creative people on your team and unleash their full potential!
• The one thing every brand builder must focus on (hint: it’s not profits)!
• How to reach more people and create more fans using one, super-simple principle (hint: this is what made The Onion world-famous)!
• The fastest and most effective route to innovation - at work and in life!
• The one thing every brand must do to compel extreme employee advocacy and fuel creative success!
• The only way to achieve quality!

Scott Dikkers, founder of theonion.com and its longest-serving editor-in-chief, takes you back to the hardscrabble creation and unlikely rise of The Onion to a multi-million-dollar entertainment brand. Along the crazy and heart-wrenching journey are powerful principles and marketing ideas that apply to any kind of product or service.