Brand Against The Machine: How To Build Your Brand, Cut Through The Marketing Noise, And Stand Out From The Competition 9781118103524pdf/txt下载_在线阅读全文

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内容简介

　　The machine blasts messages at the world and it does not carewho you are or what you have to say or whether its message isrelevant to you at all. The machine is a moron. You, however, arenot. Which is why your brand needs to rage against the traditionalforces of advertising. You must engage your audience and win theirbusiness by giving more and selling less. Yours must be a BrandAgainst the Machine.
　　Brand Against the Machine offers proven and actionable stepsfor companies and entrepreneurs to increase their visibility andcredibility, and create an indispensable brand that consumers canrelate to, creating lifelong customers. Discover the aspirationalcurrency that makes your brand one that people want to be or wantto be friends with. Learn how to be real with your audience andmake strategic associations to establish credibility. Brand Againstthe Machine will help you stand out, get noticed, and beremembered.
　　Brand Against the Machine offers a blueprint for your brandframework, with step-by-step guidance, including:
Know who your target audience is and what they want

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.

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作者简介

　　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.

目　　录

1. The Machine
2. Why Branding?
3. The Brand Framework
4. Visibility versus Ability
5. Attention Doesn’t Equal Trust
6. The Right Position
7. The Master Plan
8. Marketing versus Branding
9. Do You Believe?
10. Anchor Belief
11. Death of the Mundane
12. The Creation Story
13. Extra Ordinary
14. Bring the Noise

1. The Machine 
2. Why Branding? 
3. The Brand Framework 
4. Visibility versus Ability 
5. Attention Doesn’t Equal Trust 
6. The Right Position 
7. The Master Plan 
8. Marketing versus Branding 
9. Do You Believe? 
10. Anchor Belief 
11. Death of the Mundane 
12. The Creation Story 
13. Extra Ordinary 
14. Bring the Noise 
15. Content Explosion 
16. Top Yourself 
17. Welcome to the Social Parade 
18. The Brand Conversation 
19. Many Shades of You 
20. Celebrity Currency 
21. The Uncommon Brand 
22. Dissident 
23. Your Brand’s Home Base 
24. Shock and Awe 
25. The Presentation Age 
26. Video Made the Internet Star 
27. Brand Alliance 
28. Dirty Little Secret 
29. Little Things 
30. Race to the Bottom 
31. Longing to Belong 
32. Brand Without a Cause 
33. Why Your Website Sucks 
34. Misunderstood 
35. The Hangout 
36. Light the Fuse 
37. Overnight Authority 
38. Everything in Twos 
39. Point of View 
40. Back and Forth 
41. Feeling Good 
42. Everything You Do Is Branding 
43. Hidden Brand Advocates 
44. Come as You Are 
45. The 20/60/20 Rule 
46. The Real Thing 
47. What’s in a Name? 
48. The Prospect Cycle 
49. Viva La Failure 
50. Know Your Enemy 
51. Erase, Then Replace 
52. The Sound of Silence 
53. The 10:100 Method 
54. Your Online Presence 
55. Raise Your Standards 
56. Warning: You’ve Been Lied To 
57. Monitor and Measure 
58. How to Ensure Your Brand Fails 
59. What Is Killing Entrepreneurs? 
60. Twenty Rules 
61. Parting Shot 
Special Offer 
Acknowledgments 
Index

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