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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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Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea into a Big Brand + Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition + Designing Brand Identity: An Essential Guide for the Whole Branding Team
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Product Details

  • Paperback: 296 pages
  • Publisher: Nicholas Brealey America (June 16, 2012)
  • Language: English
  • ISBN-10: 1857885813
  • ISBN-13: 978-1857885811
  • Product Dimensions: 6.1 x 0.8 x 9.1 inches
  • Shipping Weight: 12 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (31 customer reviews)
  • Amazon Best Sellers Rank: #234,308 in Books (See Top 100 in Books)

Editorial Reviews

Review

2012 ForeWord Magazine BOTYA Silver Medal winner, Business and Economics

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

Catherine Kaputa is a branding strategist, speaker, award-winning author and the founder of SelfBrand, a personal branding and development company. From Madison Avenue to Wall Street to the Halls of Academe to founding her own company, SelfBrand, Catherine perfected her ability to brand products, companies and places. She learned brand strategy under Ali Ries and Jack Trout at Trout & Ries Advertising. She led the 'I Love New York' campaign at Wells, Rich, Greene. For over ten years, she was senior SVP Director of Branding at Shearson Lehman Brothers and Citi Smith Barney. And she taught a course in branding at NYU's Stern School of Business. For more information about SelfBrand and Catherine's work, please visit www.selfbrand.com!

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More About the Author

Catherine Kaputa is a personal branding strategist, speaker, workshop leader and author. She is the founder of SelfBrand, a NYC-based personal branding company (www.selfbrand.com ).

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: catherinekaputa@gmail.com. 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
Breakthrough Branding


Microsoft's Tech-Ed Conference
Orlando, Florida
Women In Technology Keynote Speaker
June 14, 2012
The Female Brand

Con Edison
Private Conference
Bear Mountain, NY
June 18
You Are a Brand

Customer Reviews

4.6 out of 5 stars
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See all 31 customer reviews
I found this book easy to read, practical, and inspiring.
Sir Stephen of Inwood
I would highly recommend this book as a guide for entrepreneurs who wish to master the art of effective branding.
SmartStormer
Catherine Kaputa's latest book, "Breakthrough Branding," helps you decide if this is for you.
Mary V. Kapka

Most Helpful Customer Reviews

5 of 5 people found the following review helpful By JK on July 9, 2012
Format: Paperback
I am a solo entrepreneur, so I am constantly on the lookout for ways to increase the effectiveness of everything I do. This book provided so many insights on how I can leverage myself and build my business' brand. It certainly exceeded my expectations.

"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.
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5 of 5 people found the following review helpful By Kim Davis on April 6, 2014
Format: Kindle Edition
This is not breakthrough anything. How you differentiate your global cool breakthrough product has been done to death.

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
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8 of 9 people found the following review helpful By Island Jason on February 13, 2013
Format: Paperback Verified Purchase
I was really excited to receive this book - it sounded like it was exactly what I was looking for, but I found out otherwise. It's full of extremely general information instead of ideas I can take action with. There are quite a few stories about how some businesses were formed, which I really enjoyed, but it really lacked useful content.
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4 of 4 people found the following review helpful By Rolf Dobelli HALL OF FAME on October 5, 2012
Format: Paperback
Accurate positioning, target marketing, and sharp visuals and design are not new branding concepts, yet digital media alter how they function. Branding expert Catherine Kaputa realigns the basics of branding to incorporate the game-changing influences of digital media. She covers business and personal branding extensively, presenting relatable - if disconnected - case stories of über-successes such as Zappos and Apple. Her useful and engaging, though fragmented, report reaches beyond the normal range of case studies to include Red Bull and Whole Foods. getAbstract recommends Kaputa's lively saga to entrepreneurs, small-business owners and anyone with a great business idea.
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3 of 3 people found the following review helpful By Greg Young on July 9, 2012
Format: Paperback
There are a lof of branding books, but most are too much like textbooks and way too theoretical. This book is the opposite: fun, informative, inspiring.

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.
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2 of 2 people found the following review helpful By Elizabeth on March 3, 2014
Format: Paperback
My experience with this book and with small business has convinced me that branding is the linchpin to small business dominance in local markets.

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.
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2 of 2 people found the following review helpful By Joan Michele on March 14, 2014
Format: Paperback
Inspiration and advice in a well-written book that’s guaranteed to inspire and provoke you to take action. Catherine Kaputa presents a well articulated plan using marvelous and plentiful anecdotes about a wide range of start ups and established brands.
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1 of 1 people found the following review helpful By Jean Andersen on February 21, 2014
Format: Paperback
This is not a text book or theoretical treaties. Whether you are a beginning entrepreneur or a serial entrepreneur, this book has ideas, tips, and stories you can't afford to miss.

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.
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Most Recent Customer Reviews