Breakthrough Branding

Kaputa (You Are a Brand!: How Smart People Brand Themselves for Business Success) here instructs readers on how to develop ideas into successful brands. She presents numerous case studies to illustrate success stories: Carole Middleton and Party Pieces, Reed Hasting and Netflix, Jack Dorsey and Twitter, and Mark Zuckerberg and Facebook. Readers are grounded in such nitty-gritty topics as selecting a brand name, creating the company or product's logo, seeking celebrity endorsements, marketing the brand, creating a company culture, and using social media to promote the brand. Kaputa stresses the importance of building "a personal brand—Brand You—in tandem with your business brand." Throughout, Kaputa includes "Brainstormers" sections in which she asks readers to consider specific questions, e.g., "How would you launch a business around a personal passion?" and "What are the new trends that might be a business idea?" Bibliographical references for each chapter are provided.