Details

Brand Against the Machine


Brand Against the Machine

How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition
1. Aufl.

von: John Michael Morgan

16,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 01.11.2011
ISBN/EAN: 9781118160350
Sprache: englisch
Anzahl Seiten: 224

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<b>Ditch traditional corporate branding to create a powerful, recognizable brand</b> <p><i>Brand Against the Machine</i> 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. <i>Brand Against the Machine</i> will help you stand out, get noticed, and be remembered.</p> <p><i>Brand Against the Machine</i> 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.</p> <ul> <li>Instant Positioning Method: How to instantly stand out from the crowd and position yourself as a resource, not just another service provider</li> <li>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</li> </ul> <p>Ditch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.</p>
<p>1. The Machine 1</p> <p>2. Why Branding? 5</p> <p>3. The Brand Framework 11</p> <p>4. Visibility versus Ability 14</p> <p>5. Attention Doesn’t Equal Trust 17</p> <p>6. The Right Position 21</p> <p>7. The Master Plan 24</p> <p>8. Marketing versus Branding 27</p> <p>9. Do You Believe? 30</p> <p>10. Anchor Belief 34</p> <p>11. Death of the Mundane 36</p> <p>12. The Creation Story 39</p> <p>13. Extra Ordinary 43</p> <p>14. Bring the Noise 47</p> <p>15. Content Explosion 50</p> <p>16. Top Yourself 54</p> <p>17. Welcome to the Social Parade 60</p> <p>18. The Brand Conversation 67</p> <p>19. Many Shades of You 70</p> <p>20. Celebrity Currency 75</p> <p>21. The Uncommon Brand 79</p> <p>22. Dissident 82</p> <p>23. Your Brand’s Home Base 85</p> <p>24. Shock and Awe 89</p> <p>25. The Presentation Age 92</p> <p>26. Video Made the Internet Star 96</p> <p>27. Brand Alliance 99</p> <p>28. Dirty Little Secret 102</p> <p>29. Little Things 105</p> <p>30. Race to the Bottom 108</p> <p>31. Longing to Belong 111</p> <p>32. Brand Without a Cause 114</p> <p>33. Why Your Website Sucks 118</p> <p>34. Misunderstood 120</p> <p>35. The Hangout 124</p> <p>36. Light the Fuse 127</p> <p>37. Overnight Authority 130</p> <p>38. Everything in Twos 133</p> <p>39. Point of View 136</p> <p>40. Back and Forth 138</p> <p>41. Feeling Good 140</p> <p>42. Everything You Do Is Branding 143</p> <p>43. Hidden Brand Advocates 146</p> <p>44. Come as You Are 148</p> <p>45. The 20/60/20 Rule 152</p> <p>46. The Real Thing 156</p> <p>47. What’s in a Name? 159</p> <p>48. The Prospect Cycle 161</p> <p>49. Viva La Failure 164</p> <p>50. Know Your Enemy 168</p> <p>51. Erase, Then Replace 171</p> <p>52. The Sound of Silence 174</p> <p>53. The 10:100 Method 178</p> <p>54. Your Online Presence 181</p> <p>55. Raise Your Standards 184</p> <p>56. Warning: You’ve Been Lied To 186</p> <p>57. Monitor and Measure 189</p> <p>58. How to Ensure Your Brand Fails 193</p> <p>59. What Is Killing Entrepreneurs? 195</p> <p>60. Twenty Rules 197</p> <p>61. Parting Shot 202</p> <p>Special Offer 204</p> <p>Acknowledgments 205</p> <p>Index 208</p>
<p><b>JOHN MORGAN</b> 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.</p>
<p>The machine blasts messages at the world and it does not care who you are or what you have to say or whether its message is relevant to you at all. The machine is a moron. You, however, are not. Which is why your brand needs to rage against the traditional forces of advertising. You must engage your audience and win their business by giving more and selling less. Yours must be a Brand Against the Machine.</p> <p><i>Brand Against the Machine</i> offers proven and actionable steps for companies and entrepreneurs to increase their visibility and credibility, and create an indispensable brand that consumers can relate to, creating lifelong 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. <i>Brand Against the Machine</i> will help you stand out, get noticed, and be remembered. <p><i>Brand Against the Machine</i> offers a blueprint for your brand framework, with step-by-step guidance, including: <ul><b><li>Know who your target audience is and what they want</li> <li>Define your position as the go-to authority in your industry</li> <li>Determine your audience’s problem and create a solution for them</li> <li>Produce valuable content that attracts your audience and engages them</li> <li>Promote yourself without pestering people <li>Over-deliver on your promise</li></b></ul> <p>The machine is a rusted piece of junk in the marketplace. Ditch traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.

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