Summary of Breakthrough Branding

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Rating

7 Overall

8 Applicability

6 Innovation

8 Style

Recommendation

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.

In this summary, you will learn

  • What being a “brand entrepreneur” means,
  • How to develop a “small idea” into a successful brand and
  • How well-known companies built solid brands.
 

About the Author

Catherine Kaputa is the founder of the brand strategy consultancy SelfBrand and the author of U R a Brand! and The Female Brand.

 

Summary

One “Small Idea”
Rather than trying to come up with the next big thing, focus on identifying an exceptional small idea, a “simple, focused brand promise that defines what’s special about your brand.” Small ideas are straightforward and you can explain them in a sentence or two. For your...

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