Brand Against the Machine – How to Build Your Brand, Cut Through the Marketing Noise and Stand Out from the Competition

1. The Machine 1
<p>2. Why Branding? 5</p>
<p>3. The Brand Framework 11</p>
<p>4. Visibility versus Ability 14</p>
<p>5. Attention Doesn t Equal Trust 17</p>
<p>6. The Right Position 21</p>
<p>7. The Master Plan 24</p>
<p>8. Marketing versus Branding 27</p>
<p>9. Do You Believe? 30</p>
<p>10. Anchor Belief 34</p>
<p>11. Death of the Mundane 36</p>
<p>12. The Creation Story 39</p>
<p>13. Extra Ordinary 43</p>
<p>14. Bring the Noise 47</p>
<p>15. Content Explosion 50</p>
<p>16. Top Yourself 54</p>
<p>17. Welcome to the Social Parade 60</p>
<p>18. The Brand Conversation 67</p>
<p>19. Many Shades of You 70</p>
<p>20. Celebrity Currency 75</p>
<p>21. The Uncommon Brand 79</p>
<p>22. Dissident 82</p>
<p>23. Your Brand s Home Base 85</p>
<p>24. Shock and Awe 89</p>
<p>25. The Presentation Age 92</p>
<p>26. Video Made the Internet Star 96</p>
<p>27. Brand Alliance 99</p>
<p>28. Dirty Little Secret 102</p>
<p>29. Little Things 105</p>
<p>30. Race to the Bottom 108</p>
<p>31. Longing to Belong 111</p>
<p>32. Brand Without a Cause 114</p>
<p>33. Why Your Website Sucks 118</p>
<p>34. Misunderstood 120</p>
<p>35. The Hangout 124</p>
<p>36. Light the Fuse 127</p>
<p>37. Overnight Authority 130</p>
<p>38. Everything in Twos 133</p>
<p>39. Point of View 136</p>
<p>40. Back and Forth 138</p>
<p>41. Feeling Good 140</p>
<p>42. Everything You Do Is Branding 143</p>
<p>43. Hidden Brand Advocates 146</p>
<p>44. Come as You Are 148</p>
<p>45. The 20/60/20 Rule 152</p>
<p>46. The Real Thing 156</p>
<p>47. What s in a Name? 159</p>
<p>48. The Prospect Cycle 161</p>
<p>49. Viva La Failure 164</p>
<p>50. Know Your Enemy 168</p>
<p>51. Erase, Then Replace 171</p>
<p>52. The Sound of Silence 174</p>
<p>53. The 10:100 Method 178</p>
<p>54. Your Online Presence 181</p>
<p>55. Raise Your Standards 184</p>
<p>56. Warning: You ve Been Lied To 186</p>
<p>57. Monitor and Measure 189</p>
<p>58. How to Ensure Your Brand Fails 193</p>
<p>59. What Is Killing Entrepreneurs? 195</p>
<p>60. Twenty Rules 197</p>
<p>61. Parting Shot 202</p>
<p>Special Offer 204</p>
<p>Acknowledgments 205</p>
<p>Index 208</p>