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

by John Michael Morgan

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Overview

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

Ditch traditional corporate branding to create a powerful,recognizable brand

Brand Against the Machine offers proven and actionablesteps for companies and entrepreneurs to increase their brandvisibility and credibility, and to create an indispensable brandthat consumers can relate to, thus becoming life-long customers.Discover the aspirational currency that makes your brand one thatpeople want to be or want to be friends with. Learn how to be realwith your audience and make strategic associations to establishcredibility. Brand Against the Machine will help you standout, get noticed, and be remembered.

Brand Against the Machine is the blueprint for how tomarket your brand to attract better clients and stand out from theclutter that is traditional corporate branding and marketing.

  • Instant Positioning Method: How to instantly stand out from thecrowd and position yourself as a resource, not just another serviceprovider
  • The 20/60/20 Rule: Why it's important to take a stand and whyit's okay to have haters—because it creates a stronger bondwith those who love you

Ditch your traditional corporate branding and marketing, andexchange it for something memorable. Your customers will thank youfor it.

Product Details

ISBN-13: 9781118103524
Publisher: Wiley
Publication date: 11/22/2011
Pages: 224
Sales rank: 302,068
Product dimensions: 6.00(w) x 9.10(h) x 1.00(d)

About 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.

Table of Contents

1. The Machine 1

2. Why Branding? 5

3. The Brand Framework 11

4. Visibility versus Ability 14

5. Attention Doesn’t Equal Trust 17

6. The Right Position 21

7. The Master Plan 24

8. Marketing versus Branding 27

9. Do You Believe? 30

10. Anchor Belief 34

11. Death of the Mundane 36

12. The Creation Story 39

13. Extra Ordinary 43

14. Bring the Noise 47

15. Content Explosion 50

16. Top Yourself 54

17. Welcome to the Social Parade 60

18. The Brand Conversation 67

19. Many Shades of You 70

20. Celebrity Currency 75

21. The Uncommon Brand 79

22. Dissident 82

23. Your Brand’s Home Base 85

24. Shock and Awe 89

25. The Presentation Age 92

26. Video Made the Internet Star 96

27. Brand Alliance 99

28. Dirty Little Secret 102

29. Little Things 105

30. Race to the Bottom 108

31. Longing to Belong 111

32. Brand Without a Cause 114

33. Why Your Website Sucks 118

34. Misunderstood 120

35. The Hangout 124

36. Light the Fuse 127

37. Overnight Authority 130

38. Everything in Twos 133

39. Point of View 136

40. Back and Forth 138

41. Feeling Good 140

42. Everything You Do Is Branding 143

43. Hidden Brand Advocates 146

44. Come as You Are 148

45. The 20/60/20 Rule 152

46. The Real Thing 156

47. What’s in a Name? 159

48. The Prospect Cycle 161

49. Viva La Failure 164

50. Know Your Enemy 168

51. Erase, Then Replace 171

52. The Sound of Silence 174

53. The 10:100 Method 178

54. Your Online Presence 181

55. Raise Your Standards 184

56. Warning: You’ve Been Lied To 186

57. Monitor and Measure 189

58. How to Ensure Your Brand Fails 193

59. What Is Killing Entrepreneurs? 195

60. Twenty Rules 197

61. Parting Shot 202

Special Offer 204

Acknowledgments 205

Index 208

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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.