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Breakthrough branding : how smart entrepreneurs and intrapreneurs transform a small idea into a big brand

Author: Catherine Kaputa
Publisher: Boston, MA : Nicholas Brealey Pub., 2012.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
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 brand strategy. Learn how to define your audience, create  Read more...
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Details

Document Type: Book
All Authors / Contributors: Catherine Kaputa
ISBN: 9781857885811 1857885813
OCLC Number: 759084202
Description: xxii, 272 pages ; 23 cm
Contents: Foreword --
Introduction --
What's the brand idea? --
The alchemy of the brand entrepreneur --
Power positioning --
The making of a brand's verbal identity --
Creating your brand's look and feel --
Pimp my brand! --
Brand big! : boldly marketing the brand --
Company culture : one team with one dream --
What's your pitch? --
Take the "work" out of networking --
From small business to big brand --
About the author --
Acknowledgements --
Notes --
Index.
Responsibility: Catherine Kaputa.

Abstract:

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  Read more...
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For both long-standing and newly-minted entrepreneurs, there is no greater defeat than having a customer go elsewhere because they didn't understand your value. Breakthrough Branding clearly and Read more...

 
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