Brand against the machine : how to build your brand, cut through the marketing noise, and stand out from the competition / John Morgan.

Format:

Book

Author/Creator:

Morgan, John, 1961-

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products.

Physical Description:

1 online resource (226 p.)

Edition:

1st edition

Other Title:

How to build your brand, cut through the marketing noise, and stand out from the competition

Place of Publication:

Hoboken, N.J. : John Wiley & Sons, c2012.

Language Note:

English

System Details:

text file

Summary:

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 st

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

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

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

Notes:

Includes index.

ISBN:

9786613332431

9781283332439

1283332434

9781118160350

1118160355

OCLC:

769189310