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

by Morgan, John Michael

• ISBN13: 9781118103524
• ISBN10: 1118103521
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-11-22
• Publisher: Wiley

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