From the grass roots growth of beverage brands like Red Bull, Honest Tea and Innocent to the exploding growth of digital brands like Twitter, Weibo and Groupon, to the cult appeal of retailers like Forever 21 and Trader Joe’s to the success of virtual retailers like Zappos and Gilt Groupe - successful companies of all types begin with three things an entrepreneur (or intrapreneur), a winning idea and a smart brand strategy.
The book features mini case histories of dozens of US and international brands to demonstrate what makes a brand thrive, and provides you with the tools to do the same.
Learn how to narrow the focus of your product or service, competitively position it in the marketplace, create a standout company personality, look and feel, and position yourself as superior to the competition - all by utilizing the power of branding.
The book is packed with thoughtful reader exercises and filled with leading edge social media and leading edge marketing techniques, Breakthrough Branding teaches everyone from start-up entrepreneurs to seasoned professionals how to leverage every asset and pursue every opportunity to transform your small idea into a big brand.
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Praise for Breakthrough Branding
"Whether you're dying to launch your own company, or are more of a reluctant entrepreneur, you face the imperative to build your brand. Catherine Kaputa has made this challenge her personal and professional study, and in this book she shares secrets worth many times the cost of admission. Now go forth and brand!"
Daniel H. Pink, author of DRIVE and A WHOLE NEW MIND
"Breakthrough Branding is engaging, vital and packed with branding power. With examples from around the world, it’s a must read for entrepreneurs and intrapreneurs who have a business idea but need the tools to grow it into a big brand."
William H. Roedy, Former Chairman & Chief Executive of MTV Networks International
"If you aim to be an entrepreneur and already have a big idea, but you never studied marketing and branding, this book will give you a running start. Catherine is a superb coach and her book delivers a wonderful collection of marketing steps and real world entrepreneur success stories."
Philip Kotler, Professor of Marketing, Kellogg School of Management, Northwestern University
"Anything that Catherine writes is worth reading. She was one of my best mentees on the subject of "Positioning" and now she's an expert on building brands. She won't steer you wrong."
Jack Trout, Marketing Strategist, Author of Trout on Strategy
"If there's one thing you've just got to know about -- but is tough to learn about - - it's branding. Catherine Kaputa tells you what you must know in this valuable book. Read it before your competitors do."
Jay Conrad Levinson, Author, "Guerrilla Marketing" series of books
"Having a great idea isn't enough. You've got to develop and build your brand if you want to be a successful entrepreneur, and Catherine Kaputa is just the expert you need to provide you with great ideas in a simple, direct way. Want branding to be easy? Read this book."
Anita Bruzzese, USA Today workplace columnist and author of "45 Things You Do That Drive Your Boss Crazy"
Publisher: Nicholas Brealey Publishing (Boston/London)
Price: $19.95 US
Price: £12.99 UK