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Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea into a Big Brand Paperback – June 16, 2012
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Voted "2012 - Books Entrepreneurs Must Read" by Grasshopper.com
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 skillfully leads its readers through the need and the creative process of branding a ‘position’ in the marketplace. By first creating a ‘clear benefit or promise of worth’ which is different from that of competitors, and then by allowing social media to be a ‘big microphone,’ each entrepreneur can learn to reinvent and redistribute their personal and business branding. I highly recommend this book as a must-have marketing tool in today’s highly-competitive, global marketplace.--Patricia Sigmon, President, David Advisory Group, and Author, Six Steps to Creating Profit
If brand building were courting and marrying, Kaputa’s strategies would be the best dating advice around! She shows you how to romance the marketplace with your package, your name, and your image without sacrificing the heart of your brand.-- Dr. Wendy Walsh, America’s Relationship Expert, Co-Host, THE DOCTORS and CNN’s Human Behavior Expert
Having a great idea isn’t enough. You’ve got to develop and build your brand if you want to be a successful entrepreneur, and Catherine Kaputa is just the expert you need to provide you with great ideas in a simple, direct way. Want branding to be easy? Read this book.--Anita Bruzzese, USA Today Workplace Columnist, and Author, 45 Things You Do That Drive Your Boss Crazy
An accomplished marketer and world-class businesswoman, Catherine has created the ultimate field manual for any aspiring entrepreneur. A must-have and must-read for anyone who wants their business to succeed!--Kevin Allen, Author, The Hidden Agenda
Your brand is a mental picture that consumers carry around in their heads. But the act of branding is something you can control—by using the tools of marketing communications to influence those perceptions. Here is a cheerful crash course on how to get going.-- Steve Rivkin, Marketing Consultant, and Co-Author, IdeaWise and The Making of a Name
Catherine’s Breakthrough Branding is a book you give to the ones you love who are building their own business. She takes us step by step through a process born of security of the perfect job to the jungle of entrepreneurship. She has been thrown into it and mastered it. Her lessons are invaluable. This is a must read for anyone aspiring or working to build a business.--Jim Camp, Founder Camp Negotiation Institute, and Author, Start With No
From one of marketing’s premier thought-leaders, Breakthrough Branding is a treasure chest filled with practical and immediately applicable advice on branding and marketing strategy. It is sure to become THE handbook of entrepreneurial branding and marketing strategy.--Robert Barnwell, Author, Lead, Follow or Get the Hell Out of the Way
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
Breakthrough Branding is engaging, vital and packed with branding power. With examples from around the world, it’s a must read for entrepreneurs and intrapreneurs who have a business ide but need the tools to grow it into a big brand.--William H. Roedy, Former Chairman & Chief Executive of MTV Networks International, and Author, What Makes Business Rock
Anything that Catherine 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 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
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
If brand building were courting and marrying, Kaputa’s strategies would be the best dating advice around! She shows you how to romance the marketplace with your package, your name, and your image without sacrificing the heart of your brand.--Dr. Wendy Walsh, America’s Relationship Expert, Co-Host, THE DOCTORS and CNN’s Human Behavior Expert
"[Kaputa] provides direct and easy-to-grasp (and -apply) concepts within reach for any entre-/intrapreneur. . . Entertaining, engaging, and thankfully (and remarkably) untethered to marketing-, brand-, and ad-speak."— Barbara Jacobs, Booklist
About the Author
More About the Author
From Madison Avenue to Wall Street to the halls of academe, she perfected how to brand and market products, places and companies. Catherine learned brand strategy under Al Ries and Jack Trout at Trout & Ries Advertising. She led the award-winning "I Love New York" campaign at Wells Rich Greene. For over ten years she was SVP, Director of Advertising and Community Affairs at Citi Smith Barney, and taught advertising at NYU's Stern School of Business.
Yet Catherine discovered that the most important application for branding is not products, places and companies - it's for individuals to define and own their career identity.
Personal branding can help people create more success for themselves and the companies they work for, the topic of her book, U R a Brand, How Smart People Brand Themselves for Business Success, winner of the Ben Franklin award for Best Career Book 2007 (www.urabrand.com ).
Catherine is also active as a speaker and workshop leader on women's leadership, the topic of her new book: The Female Brand: Using the Female Mindset for Business Success (Davies Black, June 2009, www.femalebrand.com ).
Catherine has spoken at a wide range of corporations and organizations as part of talent development, sales force meetings and diversity and women's initiatives - organizations focused on creating career and leadership development opportunities particularly during turbulent times. Clients include PepsiCo, Microsoft, Intel, UBS, Boehringer-Ingelheim, Bank of New York, UST and others. (For more information contact: firstname.lastname@example.org. Visit www.selfbrand.com. Catherine blogs at www.artofbranding.com ) You can follow her at www.twitter.com/Catherine Kaputa
Previous Public Speaking Events:
Book Expo America (BEA)
Book Signing, New York, NY
June 6, 2012
Microsoft's Tech-Ed Conference
Women In Technology Keynote Speaker
June 14, 2012
The Female Brand
Bear Mountain, NY
You Are a Brand
Top Customer Reviews
What I really wanted was how do you do branding when you are the local electrician or have a product that you don't want to make 100 million dollars from and get venture capital and all that.
To be honest I got only 19% of the way through according to my kindle, but looking at the table of contents I could not see that my local branding needs would be fulfilled and that this book was differentiated sufficiently to be a favored brand :) So I returned it
"Breakthrough Branding" is a must-have book if you're an entrepreneur. It provides practical ideas for thriving in today's competitive business environment. Catherine Kaputa presents real examples and company stories to support each of her principles and tactics. So the book is not just theory, but a fun read that gives you many ideas you can implement -- right now.
If you're an entrepreneur, and if you're not, you should think like one - this book is for you. It's a must-read that I'm telling my friends to pick up.
I love this book... It's helping me change the way I view every message that leaves our business and we're already seeing results.
Here are some ideas peppered through the book:
A good rule of thumb in business is to act strong when weak and to act weak when strong.
Like any healthy economy, your network works best when there's trade back and forth.
Employer brand: the culture and work experience your company offers its internal "customers" - It's employees.
Most Recent Customer Reviews
Hands down Catherine's book Breakthrough Branding both from a content and design stand point stands head and shoulders above all the ones I have come come across. Read morePublished 2 months ago by Captain Sinbad
Kaputa has written a very good book describing the fundamental concepts and steps in building a brand. Read morePublished 12 months ago by The Marketing Guy Who Drives Sales -r
Excellent resource for introducing the topic and giving good practical advice for branding both yourself and your product or business.Published 15 months ago by jw
I thought this book was a great start to breakthrough branding. The exercises spark ideas on how to develop your own brand and become a leader in your field.Published 16 months ago by Michael
reasonable book...for beginners only.those who are experienced professionals need not waste time reading this.elementary stuff for studentsPublished 17 months ago by rajiv mehta
Breakthrough Branding is a must read if you are an entrepreneur (or think that you will be one some day). Read morePublished 17 months ago by scott
Not earth-shattering but good reminders of how to move forward with your branding.Published 18 months ago by GP22