Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the CompetitionISBN: 978-1-118-10352-4
224 pages
December 2011
US $24.95
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Become the Brand Against the Machine
Brand Against the Machine is the blueprint on how to market brands to attract better clients and to break out from the noise that is traditional corporate branding. Most branding books talk about ability and creating great products or services. This is simply the 'Field of Dreams' approach to marketing; thinking that just because you have a product or service, and you're going to make money, is a huge mistake. While ability is important, it's your visibility that matters. Visibility gets you in the door, your ability keeps you there. Some of the strategies John Morgan focuses on include:
• The 20/60/20 Rule - As more people hate you, the stronger your bond will be with those that love you
• Celebrity Currency - Turn your personal brand into a celebrity, and you'll dominate the competition
• The 10:100 Method - WOW 10 and they'll tell 100
Brand Against the Machine allows readers to ditch the traditional corporate branding and marketing, and exchange it for something memorable.