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

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

Released November 2011
Publisher(s): Wiley
ISBN: 9781118103524

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Book description

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.

Table of contents

  1. Cover
  2. Endorsement
  3. Title Page
  4. Copyright
  5. Dedication
  6. 1: The Machine
  7. 2: Why Branding?
  8. 3: The Brand Framework
  9. 4: Visibility versus Ability
  10. 5: Attention Doesn't Equal Trust
  11. 6: The Right Position
  12. 7: The Master Plan
  13. 8: Marketing versus Branding
  14. 9: Do You Believe?
  15. 10: Anchor Belief
  16. 11: Death of the Mundane
  17. 12: The Creation Story
  18. 13: Extra Ordinary
  19. 14: Bring the Noise
    1. Four-Letter Word
  20. 15: Content Explosion
  21. 16: Top Yourself
  22. 17: Welcome to the Social Parade
  23. 18: The Brand Conversation
  24. 19: Many Shades of You
  25. 20: Celebrity Currency
  26. 21: The Uncommon Brand
  27. 22: Dissident
  28. 23: Your Brand's Home Base
  29. 24: Shock and Awe
  30. 25: The Presentation Age
  31. 26: Video Made the Internet Star
  32. 27: Brand Alliance
  33. 28: Dirty Little Secret
  34. 29: Little Things
  35. 30: Race to the Bottom
  36. 31: Longing to Belong
  37. 32: Brand Without a Cause
  38. 33: Why Your Website Sucks
  39. 34: Misunderstood
  40. 35: The Hangout
  41. 36: Light the Fuse
  42. 37: Overnight Authority
  43. 38: Everything in Twos
  44. 39: Point of View
  45. 40: Back and Forth
  46. 41: Feeling Good
  47. 42: Everything You Do Is Branding
  48. 43: Hidden Brand Advocates
  49. 44: Come as You Are
  50. 45: The 20/60/20 Rule
  51. 46: The Real Thing
  52. 47: What's in a Name?
  53. 48: The Prospect Cycle
  54. 49: Viva La Failure
  55. 50: Know Your Enemy
  56. 51: Erase, Then Replace
  57. 52: The Sound of Silence
  58. 53: The 10:100 Method
  59. 54: Your Online Presence
  60. 55: Raise Your Standards
  61. 56: Warning: You've Been Lied To
  62. 57: Monitor and Measure
  63. 58: How to Ensure Your Brand Fails
  64. 59: What Is Killing Entrepreneurs?
  65. 60: Twenty Rules
  66. 61: Parting Shot
  67. Special Offer
  68. Acknowledgments
  69. Index

Product information

  • Title: Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition
  • Author(s):
  • Release date: November 2011
  • Publisher(s): Wiley
  • ISBN: 9781118103524