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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 2The Alchemy of the Brand Entrepreneur

However much we would like advertising to be a science, because life would be simpler that way, the fact is that it is not. It is a subtle, ever-changing art, defying formularization, flowering on freshness and withering on imitation; what was effective one day, for that very reason, will not be effective the next, because it has lost the maximum impact of originality.

—Bill Bernbach, Legendary “Mad Man”

You’ve got to love the game.

Being an entrepreneur will take everything that you’ve got. It involves tapping into the dreamer and innovator inside you, demanding the best of yourself and others, and finding the intersection between your creativity and the marketplace.

You’re in the imagining business ...

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