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

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Nicholas Brealey Publishing, Jun 7, 2012 - Business & Economics - 296 pages
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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 — successful companies of all types and sizes begin with three things: an entrepreneur, a winning idea, and a brand strategy. Branding expert Catherine Kaputa, author of You Are a Brand! and founder of SelfBrand LLC, uses dozens of US and international brand histories to demonstrate what makes a brand thrive, and provides you with the tools to do the same. Learn how to position your unique product or service, narrow your target audience, create a standout company 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 and marketing techniques, Breakthrough Branding teaches everyone from novice start-ups to seasoned professionals how to leverage every asset and pursue every opportunity to create a successful business.
 

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Contents

Chapter 1 Whats the Brand Idea?
1
Chapter 2 The Alchemy of the Brand Entrepreneur
25
Chapter 3 Power Positioning
45
Chapter 4 The Making of a Brands Verbal Identity
71
Chapter 5 Creating Your Brands Look and Feel
93
Chapter 6 Pimp My Brand
115
Chapter 7 Brand Big Boldly Marketing the Brand
135
One Team with One Dream
159
Chapter 9 Whats Your Pitch?
171
Chapter 10 Take the Work out of Networking
201
Chapter 11 From Small Idea to Big Brand
221
About the Author
245
Acknowledgments
247
Notes
249
Index
259
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