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Twist: How Fresh Perspectives Build Breakthrough Brands Paperback – May 5, 2016

5 out of 5 stars 32 customer reviews

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Editorial Reviews

Review

"This bold book encourages entrepreneurs and brand owners across all types of businesses to think outside the limits of their category and take risks, and gives them the tools to make them stand out from their competitors." -- Laura Winston, attorney, Kim Winston LLP

"Julie's rich experience as the vice president of brand for Virgin has been brought to life in TWIST - a wakeup call and a road map for building brands that stand apart from the competition." --Raul Leal, CEO of Virgin Hotels

"This book is a gift to small business owners, packed with information and strategies for potent branding, and full of obvious experience, wisdom and from-the-ground knowledge." -- Sarah Hinawi, executive director, Purpl Center for Learning and Social Innovation

About the Author

Julie Cottineau is the creator of Brand School by BrandTwist, a unique and actionable online branding class for entrepreneurs, small businesses and non-profits. Before starting her own brand school and consultancy, Julie honed her branding chops at a series of high level agency positions including as vice president management supervisor at Grey Global in both the US and France and executive director of consumer branding at Interbrand. She has client-side experience as the vice president of brand at Richard Branson's Virgin Management Group overseeing branding strategy for new and established Virgin companies in North America. Julie loves to teach and talk about branding and has been an adjunct professor and visiting senior lecturer at Columbia and Cornell Universities as well as a frequent branding commentator on Twitter and in top business media such as Forbes.com, Entrepreneur Magazine, CNN, and American Express Open Forum.
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Product Details

  • Paperback: 192 pages
  • Publisher: Panoma Press (June 1, 2016)
  • Language: English
  • ISBN-10: 1784520845
  • ISBN-13: 978-1784520847
  • Product Dimensions: 5 x 0.4 x 8 inches
  • Shipping Weight: 8.2 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (32 customer reviews)
  • Amazon Best Sellers Rank: #467,755 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By S. Danzger on May 22, 2016
Format: Kindle Edition Verified Purchase
This is a must read for any entrepreneur or small business owner. I've had my own business for 10 years and there are so many fresh new ideas in here that I can't wait to try. The book is filled with anecdotes and specific steps for giving your brand a new TWIST, making it easy and fun to read. If you don't already have a copy...what are you waiting for?
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Format: Kindle Edition
I have started businesses and been part of start-ups. As I read through TWIST, I found myself frequently saying “oops” and immediately rethinking how I have positioned my brands in the past, and how I will be thinking about them in the future. In the hurry-up scrimmage of launching and running a business, it’s easy to forget (though it shouldn’t be) that who you market to and the words, images, and ideas you market with are equally important to the services or products you offer. TWIST has me reimagining my businesses, the stories I tell about them, the clients I am trying to reach, and the ways in which I will reach them. I am now twisting to turn my “oops” moments into “ah-ha” moments, and I strongly recommend the book to anyone who seriously desires taking any business to the next level.
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Format: Paperback Verified Purchase
As someone who works in a "teaching" space, this book really helped me understand the power of not only a professional twist but building a personal one as well. I never used to use words like "Branding" or "Twisting" before, but after learning from Julie the importance of its power, and in my capacity as a lead Trainer for a national franchise organization, I find myself using those terms & examples more and more to help my trainees understand what kind of professional they want to become & how they can be successful.

Also -- I have to say this -- I'm not much of a reader, but Twist was easy to read and filled with practical advice from a clear expert in her field.
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Format: Kindle Edition
I've been lucky enough to know Julie Cottineau for a several years now and I'm still constantly inspired by how she talks about branding. This isn't every other branding book, it's about connecting with your stories, your customers, and really building something that serves them as well as your business.

There is incredible value packed in this book without being overwhelming. I even found myself smiling at a few of the stories and examples shared by Julie about her own adventures with branding as well as the stories of her clients and students.

A must read for every small business owner.
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Format: Paperback
Branding is something that gets talked about a lot but rarely with this clarity, knowledge and completeness. As a marketing strategist and business advisor, I've worked with a lot of young companies and seen how important the things discussed in the book are - Twist lays out how to get this right and will help you understand the specific things we can all do in our businesses to develop and sharpen our brands. Every chapter is chock full, but I particularly loved Chapter 3, DON’T MARKET UNTIL YOU DEFINE YOUR TWIST."

There are very few of us who have much of a marketing budget to develop our businesses, and this book ensures that the marketing investment you do make, has the impact you intended!
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My intrigue with taking a single workshop, to learn about the process big companies go through, turned into a surprising life-changing event and enrollment in online Brand School. I learned so much about branding including Julie’s clear and simple perspective: "A great brand is a story well told." Now, Julie’s book is out in the world which means her brilliant concepts and creative generosity can live in perpetuity. Thank you!
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Twisting can sometimes be associated with pain or discomfort. But Julie Cottineau’s new book about branding is worth any pushing or analysis it encourages one to take to strengthen their business or their own brand! “Twist” brings a teasingly fun but ultimately valuable perspective to the best ways to develop and promote a brand. There certainly are agencies and experts out there for the IBMs and AT&Ts but Cottineau simply, and shrewdly, applies best practices to small businesses and entrepreneurs. You’re a one-woman design firm, or a four-person financial planning group? “Twist” is perfect for you to dig deep and truly understand your potential customers: the motivation, concerns and touchpoints that will draw them in. Many businesses offer quality and personal attention; “Twist” turns you into a detective, carefully uncovering, assessing and responding to what makes someone choose you. Hm, you may be able to apply the same exercises to dating…. Simple but motivating book!
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Format: Paperback
Take it from someone who has read her book and taken her course, Julie leads you into looking at your business and your customers in a very creative, yet highly structured program. You will end up knowing your own organization - its values, principles, and products - better than you ever have and identifying your target customers with greater precision than ever. Her process is refreshing, fun and demanding - presumably our businesses are worth it!
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