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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, Branding For Entrepreneurs teaches everyone from novice start-ups to seasoned professionals how to leverage every asset and pursue every opportunity to create a successful business.
Foreword by Al Ries
Introduction Breakthrough Branding
1 What’s the Brand Idea?
2 The Alchemy of the Brand Entrepreneur
3 Power Positioning
4 The Making of a Brand’s Verbal Identity
5 Creating Your Brand’s Look and Feel
6 Pimp My Brand!
7 Brand Big! Boldly Marketing the Brand
8 Company Culture: One Team with One Dream
9 What’s Your Pitch?
10 Take the “Work” out of Networking
11 From Small Idea to Big Brand
About the Author
Acknowledgments
Notes
Index
Catherine Kaputa, also the author of You Are a Brand! (winner of the Ben Franklin Award for Best Career Book), is a 20-year veteran of branding and advertising—from Madison avenue to Wall Street to the halls of academia. After starting out as a Japanese art historian, she retooled her brand to become a successful advertising executive at several leading agencies, and supervised the “I NY” campaign. Before founding SelfBrand, a New York City–based brand strategy and business coaching company, www.selfbrand.com, she was an SVP at Smith Barney and an adjunct professor at the Stern School of Business, New York University. Learn more at www.youareabrandbook.com
Voted "2012- Books Entrepreneurs Must Read" by Grasshopper.com
“If you aim to be an entrepreneur and already have a big idea, but you never studied marketing and branding, this book will give you a running start. Catherine is a superb coach and her book delivers a wonderful collection of marketing steps and real world entrepreneur success stories.” — Philip Kotler, Marketing Professor, Kellogg School of Business, Northwestern University
“Anything that Cathy writes is worth reading. She was one of my best students on the subject of “Positioning” and building brands. She won’t steer you wrong.” — Jack Trout, World Famous Marketing Strategist
“If there’s one thing you’ve just got to know about—but is tough to learn about—it’s branding. Catherina Kaputa tells you what you must know in this valuable book. Read it before your competitors do.” — Jay Conrad Levinson, Author, Million-Selling Guerrilla Marketing Series
“Whether you’re dying to launch your own company, or are more of a reluctant entrepreneur, you face the imperative to build your brand. Catherine Kaputa has made this challenge her personal and professional study, and in this book she shares secrets worth many times the cost of admission. Now go forth and brand!” — Daniel H. Pink, Author, Drive and A Whole New Mind
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