Breakthrough Branding: How smart entrepreneurs and intrapreneurs transform a small idea into a big brand

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Nicholas Brealey Publishing, Jun 16, 2012 - Business & Economics - 272 pages
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 retailers like Forever 21 and Trader Joe's, to the success of virtual retailČers like Zappos and Gilt Groupe — 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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About the author (2012)

Catherine Kaputa is founder and president of SelfBrand (a brand strategy and business coaching company), and frequently conducts her own coaching seminar called, "Make Yourself a Brand." A 20-year veteran of branding and advertising on Madison Avenue, Wall Street and in academia, Kaputa has experience as a marketing and advertising executive at the Trout & Ries and Wells, Rich, Greene agencies, Smith Barney and the Stern School of Business, New York University. Catherine has spoken at a wide range of organizations as part of talent development, sales training, motivational and client meetings and diversity and women's initiatives. She has been featured on CNN, ABC, NBC and MSNBC, in the Wall Street Journal, the New York Times, USA Today and Fortune and was a "Cool Friend" on

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