TWIST: How Fresh Perspectives Build Breakthrough Brands
Julie Cottineau is the Author of the Best-selling book “TWIST: How Fresh Perspectives Build Breakthrough Brands” (Panoma Press, 2016). She is the Founder and CEO of BrandTwist, a branding consultancy, and Brand School – the premier branding program for entrepreneurs, nonprofits and small businesses. Her TWIST approach applies best practices from across brand sectors and leverages them for innovative and impactful solutions. Prior to starting her own company, Julie honed her branding chops as the VP of Brand for Richard Branson’s Virgin company and at Interbrand and Grey global.
While at Interbrand, Julie served as the Executive Director of Consumer Branding as well as the Director of Naming and Verbal Identity. Key name creation and naming architecture brand work includes: American Heart Association, Orbitz, Subaru Tribeca, Stoli Elit, Heinz EZ Squirt ketchup, multiple Virgin brands, and Verizon.
She has been an adjunct professor of marketing at both Cornell and Columbia and often speaks about corporate and personal branding in top business media such as Entrepreneur Magazine and CNN. Her own life has been filled with magical TWISTS which have taken her from New York to Paris, and back again. She now lives in the Hudson Valley with her French husband and two wonderful children.
Is your small business or non-profit having trouble standing out in today’s crowded and competitive markets? In your efforts to look legitimate, you’re likely promoting your brand with promises, words and images that blend in instead of break through. The solution? Find your Twist. In this book, Julie Cottineau, former VP of Brand for Virgin, founder of Brand School and a global authority on impactful and effective branding, shares her unique Twist approach which helps businesses remove their brand blinders and look outside of their categories for actionable insights that build stronger brands and better business results. She uses easy to follow examples of actual small businesses that have successfully applied her methodology. Don’t waste another minute on “me-too” marketing until you read this book and build your own Twist.