Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

ISBN-13: 9781118103524 / Angielski / Twarda / 2011 / 224 str.

John Morgan

Opis

Ditch traditional corporate branding to create a powerful, recognizable brand Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their brand visibility and credibility, and to create an indispensable brand that consumers can relate to, thus becoming life-long customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your audience and make strategic associations to establish credibility. Brand Against the Machine will help you stand out, get noticed, and be remembered. Brand Against the Machine is the blueprint for how to market your brand to attract better clients and stand out from the clutter that is traditional corporate branding and marketing.

• Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider
• The 20/60/20 Rule: Why it's important to take a stand and why it's okay to have haters--because it creates a stronger bond with those who love you

Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.

Spis treści

1. The Machine 1

2. Why Branding? 5

3. The Brand Framework 11

4. Visibility versus Ability 14

5. Attention Doesn t Equal Trust 17

6. The Right Position 21

7. The Master Plan 24

8. Marketing versus Branding 27

9. Do You Believe? 30

10. Anchor Belief 34

11. Death of the Mundane 36

12. The Creation Story 39

13. Extra Ordinary 43

14. Bring the Noise 47

15. Content Explosion 50

16. Top Yourself 54

17. Welcome to the Social Parade 60

18. The Brand Conversation 67

19. Many Shades of You 70

20. Celebrity Currency 75

21. The Uncommon Brand 79

22. Dissident 82

23. Your Brand s Home Base 85

24. Shock and Awe 89

25. The Presentation Age 92

26. Video Made the Internet Star 96

27. Brand Alliance 99

28. Dirty Little Secret 102

29. Little Things 105

30. Race to the Bottom 108

31. Longing to Belong 111

32. Brand Without a Cause 114

33. Why Your Website Sucks 118

34. Misunderstood 120

35. The Hangout 124

36. Light the Fuse 127

37. Overnight Authority 130

38. Everything in Twos 133

39. Point of View 136

40. Back and Forth 138

41. Feeling Good 140

42. Everything You Do Is Branding 143

43. Hidden Brand Advocates 146

44. Come as You Are 148

45. The 20/60/20 Rule 152

46. The Real Thing 156

47. What s in a Name? 159

48. The Prospect Cycle 161

49. Viva La Failure 164

50. Know Your Enemy 168

51. Erase, Then Replace 171

52. The Sound of Silence 174

53. The 10:100 Method 178

54. Your Online Presence 181

55. Raise Your Standards 184

56. Warning: You ve Been Lied To 186

57. Monitor and Measure 189

58. How to Ensure Your Brand Fails 193

59. What Is Killing Entrepreneurs? 195

60. Twenty Rules 197

61. Parting Shot 202

Special Offer 204

Acknowledgments 205

Index 208

O autorze

John Morgan is the President of Brand Against the Machine, a company that specializes in personal and corporate branding and online marketing and helps entrepreneurs position themselves as leading authorities to their target market. John has worked with companies in more than 300 industries, including Fortune 500 companies and Hollywood celebrities. He regularly speaks to audiences ranging from 50 to 3,000 people and has been featured on FastCompany.com and MSNBC, among others.

Blurb

Praise for Against the Machine

"John Morgan has something here. I′m a big fan of how he words things, and there′s value in keeping a notepad handy. I changed something based on Morgan′s work. You will too!" Chris Brogan, President, Human Business Works; author of Trust Agents

"The subtitle of my first book, Six Pixels of Separation, was ′Everyone Is Connected. Connect Your Business to Everyone.′ It′s a nerve that John taps perfectly in Brand Against the Machine. In a world where every individual has the ability to broadcast their thoughts to the world, the brand as we have known it to date must be redefined. Brand Against The Machine is the new definition for brands. As John writes so cogently, you don′t brand at people, you brand with people. How do you do that? Read on." Mitch Joel, President, Twist Image; author of Six Pixels of Separation

"What you think your brand is doesn′t matter anymore. The machine is broken. John has written an awesome book that goes over the how and why it′s broken, but most importantly what you can do to Brand Against the Machine." Scott Stratten, author of UnMarketing: Stop Marketing. Start Engaging.

"Regardless of whether you are a solo–preneur in need of understanding branding and applying it to your business, or a longtime veteran of the branding wars, this book will provide you with some terrific wisdom and information. Utilize the contents of this book and accelerate your positioning in the marketplace and the money in your bank account." Bob Burg, coauthor of The Go–Giver and author of Endless Referrals

"John Morgan′s book is the ultimate branding wake–up call for any business. Your brand is about to take a double shot espresso . . . with a few sticks of TNT to stir it up." Mike Michalowicz, author of The Toilet Paper Entrepreneur