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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
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