Brand against the machine : how to build your brand, cut through the marketing noise, and stand out from the competition

Title:

Personal Author:

Morgan, John, 1961-

Publication Information:

Hoboken, N.J. : John Wiley & Sons, c2012

Physical Description:

xiv, 210 p. ; 24 cm.

ISBN:

9781118103524

General Note:

Includes index

Abstract:

"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"-- Provided by publisher.

Subject Term:

Branding (Marketing)

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010280859	HF5415.1255 M67 2012	Open Access Book	Book	Searching... Unknown

On Order

Summary

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.

Author Notes

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.

1 The Machine	p. 1
2 Why Branding?	p. 5
3 The Brand Framework	p. 11
4 Visibility versus Ability	p. 14
5 Attention Doesn't Equal Trust	p. 17
6 The Right Position	p. 21
7 The Master Plan	p. 24
8 Marketing versus Branding	p. 27
9 Do You Believe?	p. 30
10 Anchor Belief	p. 34
11 Death of the Mundane	p. 36
12 The Creation Story	p. 39
13 Extra Ordinary	p. 43
14 Bring the Noise	p. 47
15 Content Explosion	p. 50
16 Top Yourself	p. 54
17 Welcome to the Social Parade	p. 60
18 The Brand Conversation	p. 67
19 Many Shades of You	p. 70
20 Celebrity Currency	p. 75
21 The Uncommon Brand	p. 79
22 Dissident	p. 82
23 Your Brand's Home Base	p. 85
24 Shock and Awe	p. 89
25 The Presentation Age	p. 92
26 Video Made the Internet Star	p. 96
27 Brand Alliance	p. 99
28 Dirty Little Secret	p. 102
29 Little Things	p. 105
30 Race to the Bottom	p. 108
31 Longing to Belong	p. 111
32 Brand Without a Cause	p. 114
33 Why Your Website Sucks	p. 118
34 Misunderstood	p. 120
35 The Hangout	p. 124
36 Light the Fuse	p. 127
37 Overnight Authority	p. 130
38 Everything in Twos	p. 133
39 Point of View	p. 136
40 Back and Forth	p. 138
41 Feeling Good	p. 140
42 Everything You Do Is Branding	p. 143
43 Hidden Brand Advocates	p. 146
44 Come as You Are	p. 148
45 The 20/60/20 Rule	p. 152
46 The Real Thing	p. 156
47 What's in a Name?	p. 159
48 The Prospect Cycle	p. 161
49 Viva La Failure	p. 164
50 Know Your Enemy	p. 168
51 Erase, Then Replace	p. 171
52 The Sound of Silence	p. 174
53 The 10:100 Method	p. 178
54 Your Online Presence	p. 181
55 Raise Your Standards	p. 184
56 Warning: You've Been Lied To	p. 186
57 Monitor and Measure	p. 189
58 How to Ensure Your Brand Fails	p. 193
59 What Is Killing Entrepreneurs?	p. 195
60 Twenty Rules	p. 197
61 Parting Shot	p. 202
Special Offer	p. 204
Acknowledgments	p. 205
Index	p. 208

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Summary

Summary

Author Notes

Table of Contents