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Product Description
Product 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.
From the Inside Flap
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.
Inside This Book
(Learn More)
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Most helpful customer reviews
5.0 out of 5 stars
A Round House Kick In The Brand,
By Chris Eh Young (Wasaga Beach, Ontario, Canada) - See all my reviews
This review is from: Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition (Hardcover)
There's a reason people refer to John as the Chuck Norris of branding. He's tough when he needs to be but gentle when that's called for too.Brand Against The Machine is like a round house kick to the face of the status quo. It's a head butt to boring marketing, and a throat punch to convention. As it is, I think this book is incomplete. It should come with a notepad and a pen. By Chapter 10, I had 3 full pages of notes. By the end of the book, I had pretty much rewrote the whole thing. I wholeheartedly recommend that you take notes as well. But don't just take notes, take action. The strategies in this book will work for your brand, but only if you do. John pulls no punches in this book. He tells the hard truths, even about his mother in law. This book is written to read each chapter independently but also produces a coherent sum as they all tie together to complete the story. John's strategies for dealing with haters, getting more visibility, and getting to number one in your market are proven. They aren't conjecture or theory, they are fact. The checklists in this book are worth the price of the book alone, though the mother in law jokes are worth a fair bit too. Every market nowadays is a crowded one. Every marketer is fighting to have their voice and their message heard. Stop screwing around with trial and error and buy the map. It's much easier to find your way, trust me.
5.0 out of 5 stars
Finally a book on the new world of marketing that actually tells it like it is.,
This review is from: Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition (Hardcover)
John Morgan just hit a home run. An easy to read book, includes humor and actually makes you look at marketing in a different light. He doesn't dress up points with lots of "fluff" he gets to the point and respects his reader. If you're in the marketing or (more importantly) advertising industry this book will help you a lot.I really think this book should replace every marketing textbook in our University's. It's not dated material (I think is was written in late 2011) and John uses many real world examples that are still very relevant today. A few of my favorite quotes: "The future of branding is marketing with people not at them." "Branding is not just about being seen as better than the competition. It's about being seen as the only solution to your audience's problem." "Visibility gets people in the door, but your ability keeps them there." "The only people who stand out are those who want to." "No one wants your product. They want their problem solved. If your product happens to be the solution to their problem, then fantastic, but you must make it clear it's the solution." "The number one thing you don't want is for people to be indifferent about your brand." "Fail faster than the competition." You have to read this book if you want to be relevant in the future of our ever changing marketing world. John Morgan is brilliant. Thanks, @JephMaystruck
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.9 out of 5 stars (62 customer reviews) 8 of 8 people found the following review helpful
5.0 out of 5 stars
The use, not the reading, of this book, makes one wise,
By Dr. Mollie Marti - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition (Hardcover)
Brand Against The Machine is a wake-up call for business owners with its ruthless challenging of assumptions about branding and marketing.John Morgan shines the light on this truth: The future of branding is marketing WITH people not AT them. "To brand against the machine is to create a reputation as a leading authority who provides value to people rather than being another `me too' business that blasts marketing messages at those who do not want them." You'll spend your time with John digesting bite sized, actionable strategies to grow your business and connect more deeply with those you serve. Reality check: John says 99 percent of the strategies you can implement to build your brand...are free. You - anyone with a message - can use this book to catapult their business or organization to a higher level of service and profits. Along the way, expect some laughs. John is a gifted humorist as an author and speaker who allows you to share the laughter and feel better in the process ("Owning this book will instantly make you 27 percent more awesome. You want to be more awesome, don't you?"). On a personal note, I was surprised by John's gracious acknowledgement of the role I played through my Make an Imapact LIVE event: "While on a late-night flight home from speaking at your event, the idea for this book was born. I will never forget that." Here's the reality: I helped provide an environment that brought out John's unique brilliance. He did the work. See the parallel? I'll connect the dots...John Morgan is providing you with a branding environment in which you can flourish. It's time to roll up your sleeves and get to work. As John writes... "Usus libri, non lectio prudentes facit." The use, not the reading, of a book makes men wise. If you want to build a business that not only gets noticed, but also gets cared about and allows you to make a bigger impact, then read and apply the wisdom of this book today. Mollie Marti, JD, PhD Author of "WALKING WITH JUSTICE: Uncommon Lessons from One of Life's Greatest Mentors" 10 of 11 people found the following review helpful
5.0 out of 5 stars
A positive review from a reluctant reviewer,
By Michael Port - Published on Amazon.com
This review is from: Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition (Hardcover)
 7 of 7 people found the following review helpful
5.0 out of 5 stars
Great Book With Actionable Advice,
By Travisrobertson "Travis Robertson" - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition (Hardcover)
When you look at your industry, do you have a competitor who you KNOW isn't as good as you are but they manage to get more clients and have more success? If so, you need to read this book. It will help you understand why your competitor with the inferior product or service is beating you out and it will equip you with the tools you need to knock them off the top spot.Too many people think that "branding" means choosing colors and fonts for your logo and 3-fold flyers. In this excellent book, John Morgan sets the reader straight and tackles the development of a true brand - that emotional connection that your customers have with you, your product and/or your service. Morgan writes in a fun, non-pretentious style similar to Rework by Jason Fried and David Heinemeier Hansson from 37 Signals. He uses 61 short, punchy chapters that cut to the point and don't bog you down with useless fluff. He tells you what you need to know and then moves on to the next point. Because the book is filled with branding principles and not theory, the advice can easily be implemented by larger companies, small businesses, entrepreneurs, solopreneurs, or people looking to build a personal brand. All you have to possess is the ability to adapt the principles for your particular company or situation. It does tend to focus a bit more on entrepreneurs, small business owners, and personal brands. I won't list all 61 chapters out, but I do want to give you a sense of what topics are covered in this book: * The difference between marketing and branding * The impact of pricing on your brand * The humanization of brands * The difference between attention, visibility and trust and why you need all three to be successful * How to effectively use celebrity in your branding and marketing * How to develop credibility even if you're just starting out * How to set yourself up as the authority in your industry * How to measure your brand's impact and influence * The 20/60/20 Rule * The 10:100 Method * How to develop conversations instead of campaigns * How to use social media to extend the influence of your brand * How to make fun of your mother-in-law (the jokes about his mother-in-law are worth the price alone) * And a ton more... One thing to note about this book is that it is NOT a social media book. While John discusses the impact of social media on your brand and the dissemination of your message, don't think that this is just another in a long string of books about Twitter and Facebook - it's not (thankfully). This book goes far deeper than that and gets to the core of your business, your message (in any medium), your identity, and how your customers or clients are relating to you. If you're looking for a fun, practical book on growing your brand, standing out from your competition and creating a lasting connection with your customers, I highly recommend this book. However, if you hate change, like to be boring, enjoy being ignored, and don't want to grow your business, don't buy this book. |
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