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Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition Hardcover – November 22, 2011

168 customer reviews

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Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition + Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition + The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Price for all three: $56.05

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Editorial Reviews

Review

"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.

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Product Details

  • Hardcover: 210 pages
  • Publisher: Wiley; 1 edition (November 22, 2011)
  • Language: English
  • ISBN-10: 1118103521
  • ISBN-13: 978-1118103524
  • Product Dimensions: 6.3 x 0.9 x 9.3 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (168 customer reviews)
  • Amazon Best Sellers Rank: #219,165 in Books (See Top 100 in Books)

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More About the Author

John Michael 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.

John has been called "a force to be reckoned with when it comes to branding". His consulting services are used by some of the largest brands in the world. John is an in-demand public speaker who's known for delivering excellent content in a straight-to-the-point way.

Unlike this bio would have you believe, John does not always talk in the 3rd person.

Customer Reviews

Most Helpful Customer Reviews

46 of 49 people found the following review helpful By Michael Port on November 18, 2011
Format: Hardcover
Length: 1:58 Mins
Typically, I'm reluctant to offer reviews because I'm an author and I don't think it my place to be a critic as well. However, in this case, I've offered a video that endorses John Morgan and his book, Brand Against the Machine. Thank you for watching the video and considering John's book. - Michael Port
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27 of 29 people found the following review helpful By Keith Nerdin on January 14, 2013
Format: Hardcover Verified Purchase
Length: 5:29 Mins
I only do these reviews on books that make a dramatic impact in the way I think and work. This book has definitely done both. Watch the short video (especially the last couple minutes) to see how. This book more than deserves my favorable review and the author has earned my full endorsement.
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20 of 21 people found the following review helpful By Travisrobertson on November 12, 2011
Format: Hardcover Verified Purchase
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.
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12 of 14 people found the following review helpful By Dr. Mollie Marti on November 16, 2011
Format: Hardcover Verified Purchase
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.
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8 of 9 people found the following review helpful By Spencer Shaw on November 18, 2011
Format: Hardcover Verified Purchase
John Morgan sucker punched me with this read. Seriously, most books on branding and marketing cover the same re-hashed rules and lessons but this was INCREDIBLE! He went deep into how anyone... and I mean anyone can create a powerful brand. I wish this was around when I got started - would have saved me the torture of horrible mistakes I've made along the way.

He suggests "the brand with the most trust wins" and then he lays out how to build up something that stands out and makes my fans, buyers, followers, tribe or whatever you call it come back for more.

Besides the business knowledge, examples, and stories there's a lot of humor that kept me engaged. Seriously found myself laughing out loud on the plane (got some strange looks) while reading it for the first time, was hard to put down.

This book will be sitting on my desk as a reference for making 2012 an explosive year. If you're in business in our new era there's a few books to keep handy... books like the E-Myth, 4HWW, Rework, and now this are my go-to guides.

Way to hit a home run John.
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