- Tapa dura: 224 páginas
- Editor: John Wiley & Sons Inc; Edición: 1 (16 de diciembre de 2011)
- Idioma: Inglés
- ISBN-10: 1118103521
- ISBN-13: 978-1118103524
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
- Clasificación en los más vendidos de Amazon: nº45.744 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
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Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition (Inglés) Tapa dura – 16 dic 2011
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Descripción del producto
Reseña del editor
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.
Nota de la solapa
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.Ver Descripción del producto
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Opiniones de clientes más útiles en Amazon.com
John Morgan knows me...or at least he appears to. He cuts to the chase and speaks directly to me and other entrepreneurs needing encouragment, insight and a kick in the rear now and then.
While he doesn't speak directly to my industry he sure does speak directly to my mentality...I want to do things right, different and effective. He gives countless bits and pieces to us entrepreneurial self-employed individuals working hard to make our business(es) more successful.
He understands us. He's on our side. He's cheering for us. At the same time he's calling us out on the things he knows are our downfalls...the list is endless but a few are...fear, focus (lack there of) and inconsistency (I couldn't come up with an "f" word for that one).
"Brand" can be described in many ways, and quite frankly the word "brand" is way overused these days. John Morgan uses 203 pages to help us understand the meaning and value of our brand and how to leverage it. It's not rocket science, nor does it have to be. Many times it's simply the small things we can do that will help make a big impact in our business, for our brand.
Some of John's points are made much the way a nun teacher would in a Catholic school...except he does it with a smile and doesn't whack our wrist with a ruler. (disclaimer: I didn't go to a Catholic school but heard stories from friends who did.) John isn't out to hurt us, he's out to correct our behavior--just like nun teachers. He's on our side. He wants happiness and success...for us.
Thanks John for taking the time to get in my head and say the things I need to hear. I'll continue to refer to your book...when I need a whack to my brand.
Finally, I wanted to see if Mr. Morgan would put his money where his mouth was and respond back to some of my questions. Lo and behold he did! It's always nice to see an author stick to his gun and practice what he preaches.
THE ELEVATOR PITCH
This concept is at the very heart of Brand Against the Machine by John Morgan. Regardless of the media shifts around us, brands have the potential to be strategically advantageous, long-term assets. Pricing, customers, and databases can easily be stolen or copied. Building a strong brand is really the only option for true differentiation. As Morgan says, "Having a strong brand beats the heck out of selling."
THE BIG IDEAS
The short chapters in Brand Against the Machine (about 3-4 pages each) are built around stand-alone concepts that make the book a quick and easy read. While there are too many points to summarize completely, here are a few key take-aways.
Your Brand Needs an `Anchor Belief'
Passion in your work begets passion in your audience. That's why the strongest brands have an Anchor Belief. An easy exercise for thinking of this is exploring why you do what you do outside of monetary goals. For example, Virgin has anchored their brand around being a dissident voice in a world of followers.
Personal Brands Can Be Components of Bigger Brands
Think about Oprah and Richard Branson. Both are powerful personal brands but they are also part of bigger brands OWN and Virgin respectively. Personal brands can impact company brands of all sizes.
Visibility Matters More Than Ability
Increasingly, as we build brands in the online space our conversations center around the concept of being seen. While people will initially find your brand because of your visibility they will buy more over time because of your ability (the order is important -- remember, only one in five who encounters your brand becomes a customer). Your brand has to be seen first. As Morgan asserts, there's no room for passive brands today.
Definitions Matter: Marketing vs Branding
This is an important distinction that's often glazed over. These two words are not interchangeable. How you market comes and goes while your brand is forever and built over time. Morgan also examines the concepts of `Attention vs. Trust' and `Interrupting People vs. Involving People' as well.
Borrow Authority to Build Authority
Consumers look for authority when exploring brands, thus establishing an authoritative beachhead online is critical in positioning your expertise. Interviews are great tools for building authority via association. To be honest, I do that with the interviews here on my blog, nickwestergaard.com.
Beware of Brand Dissonance
Brand damage can occur when you lack transparency -- when the real `you' doesn't match the brand you've created. Tiger Woods is a great example of this.
Create Brand Ambassadors
As the media landscape continues to evolve it's easy to forget that our employees are among the most effective brand touch points if they are empowered to do so.
Tips for Professional Services Brands
While a good fit for any brand architect, there are a few treats in the book especially for personal/professional service brands. Tips such as `fire bad clients' and `avoid the free lunch to pick your brain' are valid as Morgan ties their impact directly to effects on your brand over time.
Passion & Confidence
Brand Against the Machine also takes an interesting turn and relates one's passion and confidence to the brand as well. As a brand leader, you have to believe your story first if you want anyone else to.
The Best Advice Is the Least Sexy
Early on and again at the conclusion, Morgan makes a case for a thing that can impact your brand significantly -- a calendar. A simple, low-tech calendar. And by that, he means making the time to work on your brand and build a body of content that positions your expertise.
Ultimately, Brand Against the Machine asserts that we have to take action. We shouldn't accept conservative timelines or axioms like "Rome wasn't built in a day." You should stay on it and build your brand for awesomeness as fast as you can without limitations and timelines imposed by others.
SO, SHOULD YOU READ IT?
Are you charged with being your company's brand steward? Or are you an entrepreneur looking to create a unique brand that stands out from the crowd? If so, then Brand Against the Machine is a must read. It's also an enjoyable read. Morgan's tone keeps the book light with jokes about kidney punches and mothers-in-law. At the end of the book, you feel like you know the author pretty well.
Moreover, Morgan's background as a realtor (talk about an industry where stand-out brands are a must) keeps the book grounded in action. What some might call odd tangents in a book about branding -- such as charity, leadership, and email marketing -- are precisely the types of holistic, new-school tools we need to be focusing on.
Most of all, the book makes the case for the "squishy" concept of branding in a world that's been redefined by new media. Branding used to be tied to traditional advertising's billboards and TV ads. Morgan helps us see branding in a new light.
If you're responsible for building a stand-out brand in our noisy, new media-driven world, Brand Against the Machine deserves a spot on your bookshelf.