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

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 11/22/2011
  • Publisher: Wiley
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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 its important to take a stand and why its 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 Biography

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.

Table of Contents

The Machinep. 1
Why Branding?p. 5
The Brand Frameworkp. 11
Visibility versus Abilityp. 14
Attention Doesn't Equal Trustp. 17
The Right Positionp. 21
The Master Planp. 24
Marketing versus Brandingp. 27
Do You Believe?p. 30
Anchor Beliefp. 34
Death of the Mundanep. 36
The Creation Storyp. 39
Extra Ordinaryp. 43
Bring the Noisep. 47
Content Explosionp. 50
Top Yourselfp. 54
Welcome to the Social Paradep. 60
The Brand Conversationp. 67
Many Shades of Youp. 70
Celebrity Currencyp. 75
The Uncommon Brandp. 79
Dissidentp. 82
Your Brand's Home Basep. 85
Shock and Awep. 89
The Presentation Agep. 92
Video Made the Internet Starp. 96
Brand Alliancep. 99
Dirty Little Secretp. 102
Little Thingsp. 105
Race to the Bottomp. 108
Longing to Belongp. 111
Brand Without a Causep. 114
Why Your Website Sucksp. 118
Misunderstoodp. 120
The Hangoutp. 124
Light the Fusep. 127
Overnight Authorityp. 130
Everything in Twosp. 133
Point of Viewp. 136
Back and Forthp. 138
Feeling Goodp. 140
Everything You Do Is Brandingp. 143
Hidden Brand Advocatesp. 146
Come as You Arep. 148
The 20/60/20 Rulep. 152
The Real Thingp. 156
What's in a Name?p. 159
The Prospect Cyclep. 161
Viva La Failurep. 164
Know Your Enemyp. 168
Erase, Then Replacep. 171
The Sound of Silencep. 174
The 10:100 Methodp. 178
Your Online Presencep. 181
Raise Your Standardsp. 184
Warning: You've Been Lied Top. 186
Monitor and Measurep. 189
How to Ensure Your Brand Failsp. 193
What Is Killing Entrepreneurs?p. 195
Twenty Rulesp. 197
Parting Shotp. 202
Special Offerp. 204
Acknowledgmentsp. 205
Indexp. 208
Table of Contents provided by Ingram. All Rights Reserved.

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