Brand Against the Machine

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

Inbunden, Engelska, 2011

190 kr

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Beskrivning

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 providerThe 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 youDitch your traditional corporate branding and marketing, and exchange it for something memorable. Your customers will thank you for it.

Produktinformation

Utgivningsdatum:2011-12-16
Mått:160 x 236 x 23 mm
Vikt:404 g
Format:Inbunden
Språk:Engelska
Antal sidor:224
Förlag:John Wiley & Sons Inc
ISBN:9781118103524

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Mer om författaren

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.

Innehållsförteckning

1. The Machine 12. Why Branding? 53. The Brand Framework 114. Visibility versus Ability 145. Attention Doesn’t Equal Trust 176. The Right Position 217. The Master Plan 248. Marketing versus Branding 279. Do You Believe? 3010. Anchor Belief 3411. Death of the Mundane 3612. The Creation Story 3913. Extra Ordinary 4314. Bring the Noise 4715. Content Explosion 5016. Top Yourself 5417. Welcome to the Social Parade 6018. The Brand Conversation 6719. Many Shades of You 7020. Celebrity Currency 7521. The Uncommon Brand 7922. Dissident 8223. Your Brand’s Home Base 8524. Shock and Awe 8925. The Presentation Age 9226. Video Made the Internet Star 9627. Brand Alliance 9928. Dirty Little Secret 10229. Little Things 10530. Race to the Bottom 10831. Longing to Belong 11132. Brand Without a Cause 11433. Why Your Website Sucks 11834. Misunderstood 12035. The Hangout 12436. Light the Fuse 12737. Overnight Authority 13038. Everything in Twos 13339. Point of View 13640. Back and Forth 13841. Feeling Good 14042. Everything You Do Is Branding 14343. Hidden Brand Advocates 14644. Come as You Are 14845. The 20/60/20 Rule 15246. The Real Thing 15647. What’s in a Name? 15948. The Prospect Cycle 16149. Viva La Failure 16450. Know Your Enemy 16851. Erase, Then Replace 17152. The Sound of Silence 17453. The 10:100 Method 17854. Your Online Presence 18155. Raise Your Standards 18456. Warning: You’ve Been Lied To 18657. Monitor and Measure 18958. How to Ensure Your Brand Fails 19359. What Is Killing Entrepreneurs? 19560. Twenty Rules 19761. Parting Shot 202Special Offer 204Acknowledgments 205Index 208