"John Morgan has something here. I'm a big fan of how he words things, and there's value in keeping a notepad handy. I changed something based on Morgan's work. You will too!"-- Chris Brogan, President, Human Business Works; author of Trust Agents
"Brand Against The Machine is the new definition for brands. As John writes so cogently, you don't brand at people, you brand with people. How do you do that? Read on." -- Mitch Joel, President, Twist Image; author of Six Pixels of Separation
"...this book will provide you with some terrific wisdom and information. Utilize the contents of this book and accelerate your positioning in the marketplace and the money in your bank account." -- Bob Burg, coauthor of The Go-Giver and author of Endless Referrals
"John Morgan's book is the ultimate branding wake-up call for any business. Your brand is about to take a double shot espresso . . . with a few sticks of TNT to stir it up." -- Mike Michalowicz, author of The Toilet Paper Entrepreneur
"John is a rebellious leader of a new form of branding. He doesn't pull any punches and delivers straight-forward advice you can't afford to ignore." - Barry Moltz, Author of Bounce!
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.