Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea into a Big Brand

Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea into a Big Brand

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by Catherine Kaputa
     
 

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Even the smallest idea can have BIG impact when positioned correctly. Breakthrough Branding shows entrepreneurs, intrapreneurs, and small businesses alike the secrets to transforming a brainstorm into big bucks. From the grassroots growth of beverage brands like Red Bull, Honest Tea, and Innocent, to the exploding growth of digital brands like Twitter, Weibo, and

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Overview

Even the smallest idea can have BIG impact when positioned correctly. Breakthrough Branding shows entrepreneurs, intrapreneurs, and small businesses alike the secrets to transforming a brainstorm into big bucks. From the grassroots growth of beverage brands like Red Bull, Honest Tea, and Innocent, to the exploding growth of digital brands like Twitter, Weibo, and Groupon; from the cult appeal of stores like Forever 21, to the success of virtual retailers like Zappos - successful companies of all types and sizes begin with three things: ambition, a winning idea, and a brand strategy.

Branding expert Catherine Kaputa uses dozens of international brand histories to demonstrate what makes a brand thrive, and provides you with the tools to do the same. Learn how to define your audience, create a standout personality, and position yourself as superior to the competition - all by utilizing the power of branding! Packed with thoughtful reader exercises and filled with leading-edge social media strategies, Breakthrough Branding teaches everyone from novice start-ups to seasoned professionals how to leverage their assets and pursue every opportunity to create a successful business.

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Editorial Reviews

From the Publisher
2012 ForeWord Magazine BOTYA Silver Medal winner, Business and Economics

Voted "2012 - Books Entrepreneurs Must Read" by Grasshopper.com

For both long-standing and newly-minted entrepreneurs, there is no greater defeat than having a customer go elsewhere because they didn’t understand your value. Breakthrough Branding clearly and skillfully leads its readers through the need and the creative process of branding a ‘position’ in the marketplace. By first creating a ‘clear benefit or promise of worth’ which is different from that of competitors, and then by allowing social media to be a ‘big microphone,’ each entrepreneur can learn to reinvent and redistribute their personal and business branding. I highly recommend this book as a must-have marketing tool in today’s highly-competitive, global marketplace.--Patricia Sigmon, President, David Advisory Group, and Author, Six Steps to Creating Profit

If brand building were courting and marrying, Kaputa’s strategies would be the best dating advice around! She shows you how to romance the marketplace with your package, your name, and your image without sacrificing the heart of your brand.-- Dr. Wendy Walsh, America’s Relationship Expert, Co-Host, THE DOCTORS and CNN’s Human Behavior Expert

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, 45 Things You Do That Drive Your Boss Crazy

An accomplished marketer and world-class businesswoman, Catherine has created the ultimate field manual for any aspiring entrepreneur. A must-have and must-read for anyone who wants their business to succeed!--Kevin Allen, Author, The Hidden Agenda

Your brand is a mental picture that consumers carry around in their heads. But the act of branding is something you can control—by using the tools of marketing communications to influence those perceptions. Here is a cheerful crash course on how to get going.-- Steve Rivkin, Marketing Consultant, and Co-Author, IdeaWise and The Making of a Name

Catherine’s Breakthrough Branding is a book you give to the ones you love who are building their own business. She takes us step by step through a process born of security of the perfect job to the jungle of entrepreneurship. She has been thrown into it and mastered it. Her lessons are invaluable. This is a must read for anyone aspiring or working to build a business.--Jim Camp, Founder Camp Negotiation Institute, and Author, Start With No

From one of marketing’s premier thought-leaders, Breakthrough Branding is a treasure chest filled with practical and immediately applicable advice on branding and marketing strategy. It is sure to become THE handbook of entrepreneurial branding and marketing strategy.--Robert Barnwell, Author, Lead, Follow or Get the Hell Out of the Way

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, DRIVE and A WHOLE NEW MINDBreakthrough 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 ide but need the tools to grow it into a big brand.--William H. Roedy, Former Chairman & Chief Executive of MTV Networks International, and Author, What Makes Business Rock

Anything that Catherine writes is worth reading. She was one of my best students on the subject of ‘Positioning’ and building brands. She won’t steer you wrong.--Jack Trout, World Famous Marketing Strategist

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, Marketing Professor, Kellogg School of Business, Northwestern University

If there’s one thing you’ve just got to know about—but is tough to learn about—it’s branding. Catherina Kaputa tells you what you must know in this valuable book. Read it before your competitors do.--Jay Conrad Levinson Author, Million-Selling Guerrilla Marketing Series

If brand building were courting and marrying, Kaputa’s strategies would be the best dating advice around! She shows you how to romance the marketplace with your package, your name, and your image without sacrificing the heart of your brand.--Dr. Wendy Walsh, America’s Relationship Expert, Co-Host, THE DOCTORS and CNN’s Human Behavior Expert

"[Kaputa] provides direct and easy-to-grasp (and -apply) concepts within reach for any entre-/intrapreneur. . . Entertaining, engaging, and thankfully (and remarkably) untethered to marketing-, brand-, and ad-speak."— Barbara Jacobs, Booklist

Library Journal
Kaputa (You Are a Brand!: How Smart People Brand Themselves for Business Success) here instructs readers on how to develop ideas into successful brands. She presents numerous case studies to illustrate success stories: Carole Middleton and Party Pieces, Reed Hasting and Netflix, Jack Dorsey and Twitter, and Mark Zuckerberg and Facebook. Readers are grounded in such nitty-gritty topics as selecting a brand name, creating the company or product's logo, seeking celebrity endorsements, marketing the brand, creating a company culture, and using social media to promote the brand. Kaputa stresses the importance of building "a personal brand—Brand You—in tandem with your business brand." Throughout, Kaputa includes "Brainstormers" sections in which she asks readers to consider specific questions, e.g., "How would you launch a business around a personal passion?" and "What are the new trends that might be a business idea?" Bibliographical references for each chapter are provided. VERDICT A practical and detailed work, this book should be of use to entrepreneurs, potential entrepreneurs, and business students.—Lucy Heckman, St. John's Univ. Lib., Jamaica, NY

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Product Details

ISBN-13:
9781857885811
Publisher:
Nicholas Brealey Publishing
Publication date:
06/16/2012
Pages:
296
Sales rank:
1,116,882
Product dimensions:
6.00(w) x 8.90(h) x 0.80(d)

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