Book Review: Brand Against The Machine
Branding is becoming increasingly important as consumers are getting bombarded with more and more information on a daily basis. Strong brands leave a lasting impression on their consumers, as they are able to successfully break through the clutter and stand out among the crowd. In the past it was the companies with the largest budgets that benefited the most from their branding efforts. Today that is not the case. The Internet and social media platforms are changing the way that brands can connect with their consumers. It is no longer the brands with the biggest budgets that get the best results. It is the brands that are the best at developing relationships with their consumers that are going to reap the greatest rewards.
The Company Brand
In his book Brand Against the Machine, author and long time branding expert John Morgan, @johnmorgan shares his knowledge and experience on how modern brands can stand out from the crowd.
Morgan doesn’t hold any punches back. He tells you what you need to know to succeed in today’s competitive marketplace.
His book is structured in a very easy to read and digestible format. The chapters are not very long but each page is filled with valuable information.
Many branding books are boring and filled with outdated approaches, however Morgan does a great job making this an easy and enlightening read. His quirky sense of humor and his authentic personality really shine through.
The book starts off by discussing why creating a strong brand is becoming more important than ever. Morgan describes how the brands that will be in the best position to succeed are the ones that are best at building relationships and establishing trust with their audiences.
Many people believe that branding is about your logo, color schemes, or product names. Meanwhile, Morgan successfully dispels these myths and educates his readers on the realities of branding. While Morgan does not disregard that the logo, packaging, and all other elements are important to the brand he does not believe that consumers are making purchasing decisions based on those factors. According to Morgan, branding efforts are a combination of a company’s ability to be consistent in a variety of strategies including positioning, storytelling, content development, relationship management, and even pricing.
The Personal Brand
Brand Against The Machine is not just a book for business executives; it is a book for anyone who is looking to establish his or her own personal brand. Personal Branding has become a cliché over the past couple of years but it is an important concept in today’s world. Consumers want to do business with people and not brands. Morgan offers practical advice on how you can establish your personal brand and become an authority in your field.
Morgan tells his audience to be authentic and this is certainly what he displays throughout the book. You never get a feeling that he is some self-proclaimed guru who doesn’t practice what he preaches.
If you’re looking for a business book that can make an immediate impact, I highly recommend that you give Brand Against The Machine a read.