Brand against the machine how to build your brand, cut through the marketing noise, and stand out from the competition

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 becom...

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Bibliographic Details
Main Author: Morgan, John
Format: eBook
Published: Hoboken, N.J. John Wiley & Sons 2012
Online Access:
Collection: O'Reilly - Collection details see MPG.ReNa
Table of Contents:
  • BRAND AGAINST THE MACHINE : How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition; Contents; 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
  • 45. The 20/60/20 Rule46. 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
  • 20. Celebrity Currency21. 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