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