From the grass roots 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 retailers like Forever 21 and Trader Joe's to the success of virtual retailers like Zappos and Gilt Groupe successful companies of all types and sizes begin with three things: an entrepreneur, a winning idea, and a brand strategy. Branding expert Catherine Kaputa, author of You Are a Brand! and The Female Brand, and founder of SelfBrand LLC, uses dozens of US and international brand histories to demonstrate what makes a brand thrive, and provides you with the tools to do the same. Learn how to position your unique product or service, narrow your target audience, create a standout company 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 and marketing techniques, Breakthrough Branding teaches everyone from novice start-ups to seasoned professionals how to leverage every asset and pursue every opportunity to create a successful business.