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Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea into a Big Brand de Catherine Kaputa

Breakthrough Branding: How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea into a Big Brand

Autor Catherine Kaputa
en Limba Engleză Paperback – 16 iun 2012

Ceea ce diferențiază Breakthrough Branding de restul literaturii de specialitate este pragmatismul riguros și refuzul de a se refugia în jargonul arid de marketing. Considerăm că forța acestei lucrări, semnată de Catherine Kaputa, rezidă în capacitatea de a extrage principii universale din succesele unor giganți precum Red Bull sau Zappos și de a le traduce în acțiuni concrete pentru antreprenori și intraprenori. Nu descoperim aici doar teorie, ci un manual de execuție care transformă o idee de dimensiuni reduse într-un brand cu impact major.

Cititorul care a aplicat ideile despre narațiune din Brand Identity Breakthrough de Gregory V. Diehl va găsi aici instrumentele necesare pentru a trece de la poveste la poziționarea strategică pe piață. În timp ce alte titluri se concentrează pe aspecte vizuale, Catherine Kaputa pune accent pe personalitatea brandului și pe superioritatea competitivă obținută prin exerciții aplicate. Ne-a atras atenția în mod deosebit secțiunea dedicată strategiilor de social media, care oferă start-up-urilor pârghii de creștere accesibile anterior doar marilor corporații.

Această lucrare reprezintă o evoluție firească în bibliografia autoarei. Dacă în You Are a Brand! accentul cădea pe brandingul personal, iar în Graduate to a Great Career pe lansarea profesională, Breakthrough Branding extinde aceste concepte la nivel organizațional. Este o resursă esențială pentru cei care doresc să înțeleagă cum brandingul inteligent poate compensa lipsa unor bugete publicitare colosale, oferind un avantaj strategic clar în fața concurenței.

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Specificații

ISBN-13: 9781857885811
ISBN-10: 1857885813
Pagini: 296
Dimensiuni: 153 x 228 x 19 mm
Greutate: 0.37 kg
Ediția:New.
Editura: John Murray Press
Colecția John Murray Business
Locul publicării:London, United Kingdom

De ce să citești această carte

Recomandăm această carte antreprenorilor care vor să își depășească statutul de mică afacere prin strategii de poziționare verificate. Veți învăța să definiți audiența țintă, să creați o personalitate distinctă pentru afacerea dumneavoastră și să folosiți social media ca pe un motor de creștere, totul prin exerciții practice care elimină presupunerile din procesul de branding.

Descriere

Even the smallest idea can have BIG impact when positioned correctly. Breakthrough Branding shows entrepreneurs, intrapreneurs, and small businesses alike the secrets to transforming a brainstorm into big bucks.

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; from the cult appeal of stores like Forever 21, to the success of virtual retailers like Zappos - successful companies of all types and sizes begin with three things: ambition, a winning idea, and a brand strategy.

Branding expert Catherine Kaputa uses dozens of international brand histories to demonstrate what makes a brand thrive, and provides you with the tools to do the same. Learn how to define your audience, create a standout 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 strategies, Breakthrough Branding teaches novice start-ups to seasoned professionals how to leverage their assets to create a successful business.

Recenzii

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.
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.
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!
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.
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.
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.
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!
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.
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.
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.
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.
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.
[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.