{"product_id":"brand-against-the-machine-9781118103524","title":"Brand Against the Machine","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eDitch 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e1. The Machine 1\u003c\/p\u003e \u003cp\u003e2. Why Branding? 5\u003c\/p\u003e \u003cp\u003e3. The Brand Framework 11\u003c\/p\u003e \u003cp\u003e4. Visibility versus Ability 14\u003c\/p\u003e \u003cp\u003e5. Attention Doesn’t Equal Trust 17\u003c\/p\u003e \u003cp\u003e6. The Right Position 21\u003c\/p\u003e \u003cp\u003e7. The Master Plan 24\u003c\/p\u003e \u003cp\u003e8. Marketing versus Branding 27\u003c\/p\u003e \u003cp\u003e9. Do You Believe? 30\u003c\/p\u003e \u003cp\u003e10. Anchor Belief 34\u003c\/p\u003e \u003cp\u003e11. Death of the Mundane 36\u003c\/p\u003e \u003cp\u003e12. The Creation Story 39\u003c\/p\u003e \u003cp\u003e13. Extra Ordinary 43\u003c\/p\u003e \u003cp\u003e14. Bring the Noise 47\u003c\/p\u003e \u003cp\u003e15. Content Explosion 50\u003c\/p\u003e \u003cp\u003e16. Top Yourself 54\u003c\/p\u003e \u003cp\u003e17. Welcome to the Social Parade 60\u003c\/p\u003e \u003cp\u003e18. The Brand Conversation 67\u003c\/p\u003e \u003cp\u003e19. Many Shades of You 70\u003c\/p\u003e \u003cp\u003e20. Celebrity Currency 75\u003c\/p\u003e \u003cp\u003e21. The Uncommon Brand 79\u003c\/p\u003e \u003cp\u003e22. Dissident 82\u003c\/p\u003e \u003cp\u003e23. Your Brand’s Home Base 85\u003c\/p\u003e \u003cp\u003e24. Shock and Awe 89\u003c\/p\u003e \u003cp\u003e25. The Presentation Age 92\u003c\/p\u003e \u003cp\u003e26. Video Made the Internet Star 96\u003c\/p\u003e \u003cp\u003e27. Brand Alliance 99\u003c\/p\u003e \u003cp\u003e28. Dirty Little Secret 102\u003c\/p\u003e \u003cp\u003e29. Little Things 105\u003c\/p\u003e \u003cp\u003e30. Race to the Bottom 108\u003c\/p\u003e \u003cp\u003e31. Longing to Belong 111\u003c\/p\u003e \u003cp\u003e32. Brand Without a Cause 114\u003c\/p\u003e \u003cp\u003e33. Why Your Website Sucks 118\u003c\/p\u003e \u003cp\u003e34. Misunderstood 120\u003c\/p\u003e \u003cp\u003e35. The Hangout 124\u003c\/p\u003e \u003cp\u003e36. Light the Fuse 127\u003c\/p\u003e \u003cp\u003e37. Overnight Authority 130\u003c\/p\u003e \u003cp\u003e38. Everything in Twos 133\u003c\/p\u003e \u003cp\u003e39. Point of View 136\u003c\/p\u003e \u003cp\u003e40. Back and Forth 138\u003c\/p\u003e \u003cp\u003e41. Feeling Good 140\u003c\/p\u003e \u003cp\u003e42. Everything You Do Is Branding 143\u003c\/p\u003e \u003cp\u003e43. Hidden Brand Advocates 146\u003c\/p\u003e \u003cp\u003e44. Come as You Are 148\u003c\/p\u003e \u003cp\u003e45. The 20\/60\/20 Rule 152\u003c\/p\u003e \u003cp\u003e46. The Real Thing 156\u003c\/p\u003e \u003cp\u003e47. What’s in a Name? 159\u003c\/p\u003e \u003cp\u003e48. The Prospect Cycle 161\u003c\/p\u003e \u003cp\u003e49. Viva La Failure 164\u003c\/p\u003e \u003cp\u003e50. Know Your Enemy 168\u003c\/p\u003e \u003cp\u003e51. Erase, Then Replace 171\u003c\/p\u003e \u003cp\u003e52. The Sound of Silence 174\u003c\/p\u003e \u003cp\u003e53. The 10:100 Method 178\u003c\/p\u003e \u003cp\u003e54. Your Online Presence 181\u003c\/p\u003e \u003cp\u003e55. Raise Your Standards 184\u003c\/p\u003e \u003cp\u003e56. Warning: You’ve Been Lied To 186\u003c\/p\u003e \u003cp\u003e57. Monitor and Measure 189\u003c\/p\u003e \u003cp\u003e58. How to Ensure Your Brand Fails 193\u003c\/p\u003e \u003cp\u003e59. What Is Killing Entrepreneurs? 195\u003c\/p\u003e \u003cp\u003e60. Twenty Rules 197\u003c\/p\u003e \u003cp\u003e61. Parting Shot 202\u003c\/p\u003e \u003cp\u003eSpecial Offer 204\u003c\/p\u003e \u003cp\u003eAcknowledgments 205\u003c\/p\u003e \u003cp\u003eIndex 208\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406830149975,"sku":"9781118103524","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118103524.jpg?v=1730497261","url":"https:\/\/bookcurl.com\/products\/brand-against-the-machine-9781118103524","provider":"Book Curl","version":"1.0","type":"link"}