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Breakthrough Branding: How smart entrepreneurs and intrapreneurs transform a small idea into a big brand by Catherine Kaputa

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Chapter 1What’s the Brand Idea?

Find the simple story in the product and present it in an articulate, intelligent, and persuasive way.

—Bill Bernbach, Legendary “Mad Man”

Destiny is a dramatic word—but really, the first step in starting a new venture is identifying your business destiny, determining what specific business you—and only you—were born to create. The best idea for you will involve the perfect convergence of your skills, talents, and passions with the needs of the marketplace.

The hardest part of launching a business is beginning. You need to find the brand idea that’s right for you. Yet, it’s the most important step. Finding your business idea is like examining your DNA. It’s finding what’s different, relevant, and special about ...

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