Breakthrough Branding
How Smart Entrepreneurs and Intrapreneurs Transform a Small Idea into a Big Brand
by:
Catherine Kaputa
Summary:
The book provides strategies and insights for entrepreneurs and business professionals to turn a small concept into a widely recognized and successful brand. It covers the importance of personal branding, the power of storytelling, and the necessity of differentiating one's product or service in a crowded marketplace.
Key points:
1. Brand Positioning: Kaputa stresses the need to find a unique market niche and stand out from competitors by owning a distinct concept in consumers' minds.
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