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

ISBN: 978-1-118-10352-4
210 pages
November 2011
Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition (1118103521) cover image
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.

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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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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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November 10, 2011
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.

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Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition (US $24.95)

-and- Engaged Leadership: Building a Culture to Overcome Employee Disengagement, 2nd Edition (US $22.95)

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