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

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

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by John Morgan
 

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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

Overview

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.

Product Details

ISBN-13:
9781118103524
Publisher:
Wiley
Publication date:
11/22/2011
Pages:
210
Sales rank:
1,362,836
Product dimensions:
6.00(w) x 9.10(h) x 1.00(d)

Meet the Author

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.

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Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition 4.3 out of 5 based on 0 ratings. 4 reviews.
maxmeade More than 1 year ago
Brand Against the Machine is the best book I have found for building your brand! It gives you information on the required steps for building your brand and a ton of extra information that will not only build your brand but create a stronger bond with your customers, as portrayed through the book, one of the more important parts of branding. I recommend this book to anyone interested in starting a business, as branding is a key part of any business. It will not only help you in the world of branding but you will give you information on what works now, as the traditional branding exercises don't work the way they used to. My favorite quote by John Morgan is "Branding works for or against you, but it always works." This is so true and that's why you have to stay away from the old traditional branding ways, you need to be different and you need to work hard to create a loyal brand that your customers have a positive idea about. Again, I highly recommend this book to everyone with any interest in branding and entrepreneurship.
Anonymous More than 1 year ago
Berates the importance of logo design in developing a strong brand. "Don't over think your logo" is the funniest and least productive advice I've ever seen in a branding piece. Also suggests sites like 99Designs..... You have got to be kidding me. So disappointing to hear this come from an "expert."  Morgan cEarly did not research this section of his book. 
David_Sterling More than 1 year ago
A lot of recently written books found in the "Business" section of the bookstore are crap. Full of fads, 'methods,' and 'tactics," they pump and dump pages of empty promises and unsound logic. Brand Against the Machine by John Morgan is a breath for fresh air and must-read for anyone serious about building a strong long-lasting brand. In his words, "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." He's right. This book guides you through the steps necessary to fight the machine- be smarter than those who are crapping up the marketplace with irrelevant advertising and marketing noise, and build a brand that creates fans...not just customers. Brand Against the Machine is an easy read. John's straight-forward style of writing feels more like an informal conversation. I'm a case-study junkie, so I appreciate the references to real-time examples or references throughout the book. You'll find key takeaways highlighted throughout the chapters, making this an easy book to go back and reference once you've read it through. Whether personal or enterprise, you will change how you view your brand...more importantly, you'll change how your customers view your brand once you've read this book.
SueBMoe More than 1 year ago
I only recently became acquainted with John Morgan, but in a very short time, discovered just how freaking much this guy knows. One conversation with him is like a master class in branding. But an entire book by him? Like an entire, semester-long, college course in just about everything you need to know about creating a successful brand AND creating a successful business. "Brand Against the Machine" is the book you want to read if you: - want to start a business and want to avoid a lot of the common mistakes. - have been trying to grow a business and aren't sure why your business hasn't grown faster or why your audience isn't responding. - are in business and want to do better and grow more (and faster). Don't make the mistake of thinking that "Brand Against the Machine" is solely about branding. One of the things that sets this book apart is that John Morgan takes such a modern approach to branding, in that he so clearly understands that branding isn't a discipline that's separate from marketing, customer service, or quality of service and product. Rather, as John so aptly (and entertainingly) conveys, branding should be infused into every aspect of your business in a very deliberate, coherent, strategic way. "Brand Against the Machine" is certainly a book worthy of being on the entrepreneur and small business owner's reference bookshelf, next to books like "The E-Myth," "The Success Principles," "The Go-Giver," "Think and Grow Rich," and yes, even "Positioning," and "Repositioning." It's filled with wisdom, tips, ideas, and the wisdom and advice of someone who has himself helped to develop many successful brands. Having owned this book for just one week, my copy is already dog-eared and full of notes.