Today's hottest business concept meets the realities of the modern workplace. U R a Brand! delivers 10 key personal brand strategies that aren't taught in business school, or anywhere else. Like a personal branding coach right by your side, Catherine Kaputa reveals the inside secrets of Madison Avenue product branding and applies these tried-and-true principles and techniques to a dynamic new strategic branding process for individuals. U R a Brand! highlights the self branding odysseys of savvy professionals who have repositioned their experience and talents in pursuit of the corner office and budding entrepreneurs launching their own business ventures all from the personal brand strategist and executive coach who helped them achieve their success.
Catherine Kaputa is an American brand strategist, speaker, and author. Kaputa popularized the topic of personal branding.
Catherine Kaputa first pursued journalism at Northwestern’s Medill School of Journalism During her junior year, Kaputa had her first personal branding crisis and switched to Japanese art history, and graduated from Northwestern University with a Bachelor’s degree in art history. Her first job was at the Seattle Art Museum as a curatorial assistant in Japanese art. She co-authored the book Asiatic Art in the Seattle Art Museum
Kaputa entered the Ph.D. program at Harvard University. She was a Smithsonian Fellow at the Freer Gallery of Art, and won a two-year fellowship to study in Japan at Tokyo University where she co-translated the book Kano Eitoku from Japanese to English, and wrote the book’s introduction on Japanese Schools of Painting. Kaputa then had what she calls her second personal branding crisis and decided to abandon the Ph.D. dissertation she was writing and come to New York to pursue branding and advertising.
Kaputa learned brand strategy under the marketing gurus Al Ries and Jack Trout at Trout & Ries Advertising. She was the management supervisor on the award-winning “I Love New York” campaign at Wells, Rich, Greene and for over ten years she was SVP, Director of Advertising and Community Affairs at Smith Barney, part of Citigroup.
In 2002, she launched her company, SelfBrand LLC, a brand strategy and professional development company focused on executives and professionals as well as entrepreneurs and their business. Kaputa is active as a public speaker on the topic of branding and personal branding.