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.