The Breakaway Brand

Today only a select few brands truly rise above the competition.

To be different is to be great. But it takes hard work, guts, and creativity.

And sometimes it takes the ability to make tough sacrifices and maybe even risk everything. That's what The Breakaway Brand is about.

It's about the brand that stands out, not just in its own product category, but from all other brands. It's about the brand that achieves huge results. It's about the brand that breaks away.

Drawing from their experiences at Arnold Worldwide, one of the leading and most innovative advertising agencies in the business, branding experts Francis Kelly and Barry Silverstein reveal what it takes to create a breakaway brand.

You'll get an inside look at such phenomenally successful brands as Apple, Nike, Volkswagen, JetBlue, Starbucks - and 50 more of the world's most successful brands - and you'll find out how you can apply their breakaway strategies in your own organization.

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Discover how a breakway brand:

Is positioned for success
Continuously innovates
Connects with its audience
Establishes brand leadership
Delivers brand truth and consistency
Stands out with exceptional campaigns and unique packaging
Uses the Internet for breakaway marketing

Kelly and Silverstein also take you inside of the mind of the breakaway chief, revealing the level of dedication, vision, and leadership required of CEOs, COOs, and CMOs to foster breakaway brands.

It isn't easy for brands to break away. It takes vision, guts, and determination-and no small amount of risk. But it can be done, and The Breakaway Brand shows you how to "Think Different," "Just Do It," and create a truly revolutionary, sustainable brand.

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To meet the needs of the new consumer, it takes a new breed of company run by people who believe in brands that are exceptionally differentiated-brands that separate from their competition, and amaze and delight consumers. The Breakaway Brand reveals the secrets behind some of the most notoriously successful brands, such as: Apple-the breakaway brand computer and consumer electronics company with tireless product innovation and cult-like brand loyalty. Nike-the breakaway brand athletic footwear and sportswear company that focuses on the aspirations of and connection between athletes to market sports, not just products. JetBlue-the breakaway brand airline that undercut the industry's pricing model while providing exceptional customer service and unexpected extras, like leather seats and satellite TV. Volkswagen-the breakaway brand auto manufacturer, carving out a market for German-engineered cars that are fun to drive but without the sticker shock. Starbucks-the breakaway brand retailer that created a new cachet for coffee. Royal Caribbean Cruise Lines-the breakaway brand provider of vacation experiences that have redefined the cruising industry.

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