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Brand Against the Machine
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Table of Contents

1. The Machine 1 2. Why Branding? 5 3. The Brand Framework 11 4. Visibility versus Ability 14 5. Attention Doesn?t Equal Trust 17 6. The Right Position 21 7. The Master Plan 24 8. Marketing versus Branding 27 9. Do You Believe? 30 10. Anchor Belief 34 11. Death of the Mundane 36 12. The Creation Story 39 13. Extra Ordinary 43 14. Bring the Noise 47 15. Content Explosion 50 16. Top Yourself 54 17. Welcome to the Social Parade 60 18. The Brand Conversation 67 19. Many Shades of You 70 20. Celebrity Currency 75 21. The Uncommon Brand 79 22. Dissident 82 23. Your Brand?s Home Base 85 24. Shock and Awe 89 25. The Presentation Age 92 26. Video Made the Internet Star 96 27. Brand Alliance 99 28. Dirty Little Secret 102 29. Little Things 105 30. Race to the Bottom 108 31. Longing to Belong 111 32. Brand Without a Cause 114 33. Why Your Website Sucks 118 34. Misunderstood 120 35. The Hangout 124 36. Light the Fuse 127 37. Overnight Authority 130 38. Everything in Twos 133 39. Point of View 136 40. Back and Forth 138 41. Feeling Good 140 42. Everything You Do Is Branding 143 43. Hidden Brand Advocates 146 44. Come as You Are 148 45. The 20/60/20 Rule 152 46. The Real Thing 156 47. What?s in a Name? 159 48. The Prospect Cycle 161 49. Viva La Failure 164 50. Know Your Enemy 168 51. Erase, Then Replace 171 52. The Sound of Silence 174 53. The 10:100 Method 178 54. Your Online Presence 181 55. Raise Your Standards 184 56. Warning: You?ve Been Lied To 186 57. Monitor and Measure 189 58. How to Ensure Your Brand Fails 193 59. What Is Killing Entrepreneurs? 195 60. Twenty Rules 197 61. Parting Shot 202 Special Offer 204 Acknowledgments 205 Index 208

About the Author

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.

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