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

Nicholas Brealey Publishing, 2012. – 224 p. – ISBN: 1857885813.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.Foreword Al RiesIntroduction Breakthrough BrandingChapter 1 What's the Brand Idea?The Alchemy of the Brand EntrepreneurPower Positioning
The Making of a Brand's Verbal IdentityCreating Your Brand's Look and FeelPimp My Brand!Brand Big! Boldly Marketing the BrandCompany Culture: One Team with One DreamWhat's Your Pitch?Take the "Work" out of NetworkingFrom Small Idea to Big Brand