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Title details for Breakthrough Branding by Catherine Kaputa - Available

Breakthrough Branding

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

by Catherine Kaputa
ebook
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2 of 2 copies available
"Whether you're launching your own company, or are more of a reluctant entrepreneur, you face the imperative to build your brand. Kaputa has made this challenger her personal and professional study, and she shares secrets worth many times the cost of admission!" - Daniel H. Pink, author of Drive and A Whole New Mind
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 novice start-ups to seasoned professionals how to leverage their assets to create a successful business.

  • Creators

  • Publisher

  • Release date

    June 7, 2012

  • Formats

    • OverDrive Read

      • ISBN: 9781857889956

    • EPUB ebook

      • ISBN: 9781857889956
      • File size: 2551 KB

  • Languages

    • English

  • Reviews

    • Library Journal

      July 1, 2012

      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

      Copyright 2012 Library Journal, LLC Used with permission.

    • Booklist

      May 15, 2012
      Author (You Are a Brand, 2006; The Female Brand, 2009) and marketer Kaputa posits, in this how-to-brand book, that the small idea is best, following it up with simple approaches to the brand promise, positioning, verbal and visual identities, and marketing (among other brandworthy topics). She provides direct and easy-to-grasp (and -apply) concepts within reach for any entre-/intrapreneur. Take the What's Your Pitch? chapter, focused on telling a story. She catalogs the choices and supplies ammunition in the form of real-life successes: David versus Goliath (think Apple). The redemption story (Jamie Dimon at JPMorgan Chase). Rags to riches (Chris Gardner, of The Pursuit of Happyness, 2006). The love story (how Rubin and Page got married through the founding of Google). How to transform Small into Big? Be bold, she insists, whether it's dominating a category or taking advantage of good and bad luck. Throughout the text, brainstormer sidebars invite questions and commentary from the audience; too bad it's not a true workshop. Entertaining, engaging, and thankfully (and remarkably) untethered to marketing-, brand-, and ad-speak.(Reprinted with permission of Booklist, copyright 2012, American Library Association.)

Formats

  • OverDrive Read
  • EPUB ebook

subjects

Languages

  • English

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