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

Morgan, John Michael

Hardcover

ISBN 10: 1118103521 ISBN 13: 9781118103524

Publisher: Wiley, 2011

Synopsis

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.

About this title

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.

From the Back Cover

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.

Brand Against the Machine 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. Brand Against the Machine will help you stand out, get noticed, and be remembered.

Brand Against the Machine offers a blueprint for your brand framework, with step-by-step guidance, including:

• Know who your target audience is and what they want
• Define your position as the go-to authority in your industry
• Determine your audience’s problem and create a solution for them
• Produce valuable content that attracts your audience and engages them
• Promote yourself without pestering people
• Over-deliver on your promise

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.

From the Inside Flap

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.

Brand Against the Machine 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. Brand Against the Machine will help you stand out, get noticed, and be remembered.

Brand Against the Machine offers a blueprint for your brand framework, with step-by-step guidance, including:

• Know who your target audience is and what they want

• Define your position as the go-to authority in your industry

• Determine your audience's problem and create a solution for them

• Produce valuable content that attracts your audience and engages them

• Promote yourself without pestering people

• Over-deliver on your promise

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.

Edition details

• Publisher: Wiley
• Publication date: 2011
• Language: English
• ISBN 10: 1118103521
• ISBN 13: 9781118103524
• Binding: Hardcover
• Edition number: 1
• Number of pages: 224