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

Praise for Against the Machine
"John Morgan has something here. I′m a big fan of how he words things, and there′s value in keeping a notepad handy. I changed something based on Morgan′s work. You will too!"— Chris Brogan, President, Human Business Works; author of Trust Agents
"The subtitle of my first book, Six Pixels of Separation, was ′Everyone Is Connected. Connect Your Business to Everyone.′ It′s a nerve that John taps perfectly in Brand Against the Machine. In a world where every individual has the ability to broadcast their thoughts to the world, the brand as we have known it to date must be redefined. Brand Against The Machine is the new definition for brands. As John writes so cogently, you don′t brand at people, you brand with people. How do you do that? Read on." — Mitch Joel, President, Twist Image; author of Six Pixels of Separation
"What you think your brand is doesn′t matter anymore. The machine is broken. John has written an awesome book that goes over the how and why it′s broken, but most importantly what you can do to Brand Against the Machine." — Scott Stratten, author of UnMarketing: Stop Marketing. Start Engaging.
"Regardless of whether you are a solo–preneur in need of understanding branding and applying it to your business, or a longtime veteran of the branding wars, this book will provide you with some terrific wisdom and information. Utilize the contents of this book and accelerate your positioning in the marketplace and the money in your bank account." — Bob Burg, coauthor of The Go–Giver and author of Endless Referrals
"John Morgan′s book is the ultimate branding wake–up call for any business. Your brand is about to take a double shot espresso . . . with a few sticks of TNT to stir it up." — Mike Michalowicz, author of The Toilet Paper Entrepreneur

Spis treści:
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

Nota biograficzna:
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.

Okładka tylna:

Praise for Against the Machine
"John Morgan has something here. I′m a big fan of how he words things, and there′s value in keeping a notepad handy. I changed something based on Morgan′s work. You will too!"— Chris Brogan, President, Human Business Works; author of Trust Agents
"The subtitle of my first book, Six Pixels of Separation, was ′Everyone Is Connected. Connect Your Business to Everyone.′ It′s a nerve that John taps perfectly in Brand Against the Machine. In a world where every individual has the ability to broadcast their thoughts to the world, the brand as we have known it to date must be redefined. Brand Against The Machine is the new definition for brands. As John writes so cogently, you don′t brand at people, you brand with people. How do you do that? Read on." — Mitch Joel, President, Twist Image; author of Six Pixels of Separation
"What you think your brand is doesn′t matter anymore. The machine is broken. John has written an awesome book that goes over the how and why it′s broken, but most importantly what you can do to Brand Against the Machine." — Scott Stratten, author of UnMarketing: Stop Marketing. Start Engaging.
"Regardless of whether you are a solo–preneur in need of understanding branding and applying it to your business, or a longtime veteran of the branding wars, this book will provide you with some terrific wisdom and information. Utilize the contents of this book and accelerate your positioning in the marketplace and the money in yo ur bank account." — Bob Burg, coauthor of The Go–Giver and author of Endless Referrals
"John Morgan′s book is the ultimate branding wake–up call for any business. Your brand is about to take a double shot espresso . . . with a few sticks of TNT to stir it up." — Mike Michalowicz, author of The Toilet Paper Entrepreneur