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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 7Brand Big! BoldlyMarketing the Brand

A creative man can’t jump from nothing to a great idea.He needs a springboard of information.

—Bill Bernbach, Legendary “Mad Man”

Marketing for your brand can be subtle or heavy-handed, tasteful or obnoxious, outdated or up-to-date, but if you don’t participate, you will be left behind.

It is impossible to become a breakthrough brand without visibility, and marketing leads to visibility and engagement. Visibility is behind every product, behind every company, behind every nonprofit, behind every movement, behind every person who does great things.

Visibility pays because visibility has a halo effect. If a company or product is visible and well known, we tend to think it is better than something that ...

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