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You Are a Brand!: In Person and Online, How Smart People Brand Themselves For Business Success Paperback – September 16, 2012


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Product Details

  • Paperback: 335 pages
  • Publisher: Nicholas Brealey America; Second Edition edition (September 16, 2012)
  • Language: English
  • ISBN-10: 1857885805
  • ISBN-13: 978-1857885804
  • Product Dimensions: 8.9 x 5.9 x 1 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #233,395 in Books (See Top 100 in Books)

Editorial Reviews

Review

“When jobs across the spectrum of goods and services production are buffeted by global competition, personal branding becomes an absolute essential for professional career development. In You Are a Brand!, Catherine Kaputa gives us a no-nonsense kit for survival in the global labor market.”— Gregory L. Miller, Chief Economist, SunTrust Banks, Inc.

“Corporations strive to market their brands. You should strive to market yourself. Here is an owner’s guide to doing just that.”— Steve Rivkin, marketing consultant; coauthor, IdeaWise and The Making of a Name

“You Are a Brand! shows you how to get the power and make the money on your own. Plus, it’s a great read from a talented writer who has something brand new to say.”— Maura Moynihan, author, Yoga Hotel

“A step-by-step guide anyone can use to be more successful, You Are a Brand! describes how we can use branding strategies and tactics in our careers and lives to maximize the brand You.”— George Pine, President and COO, Interep

“Advertisers create brands that captivate the hearts and minds of consumers through purposeful strategies, creative campaigns, and media planning. You Are a Brand! shows you how to tap into the advertisers’ playbook to benefit your most important brand, You.”— Pam Larrick, Chairman and CEO, FCBi Worldwide

“Providing the tricks of the trade once reserved for Madison Avenue executives, this book will help you create a powerful connection with your customers.”— David V. Lorenzo, author, Career Intensity: Business Strategy for Workplace Warriors and Entrepreneurs

“Success on the job is not due to experience and hard work alone in today’s challenging global marketplace. As Catherine Kaputa demonstrates, mastery of ‘soft’ skills is what sets apart the executive who is merely doing well from the one who is highly successful.”— Mike James, President, Financial Document Services Business of Merrill Corporation

“You Are a Brand! is the primer for anyone who wants to do more with their career, their life, or their business.”— Lynn Zimmerman, President, Sales Mindshare; coauthor, Learn the Secrets

“You Are a Brand! contains valuable information and exercises. Kaputa’s approach completely turned my career around.”— Kat Connelly, President, Kat Connelly Productions

“Whether you want to change the world or simply change how you are perceived, you’ll find everything you need to know about developing a powerful visual identity and verbal identity and then some. I know from personal experience that Kaputa’s insights about how to tap into branding power work.”— Laura Berkowitz Gilbert, Principal, Boomerang Studio

“Reading You Are a Brand! is like getting the inside scoop to building your own successful business or career.”— Susan Sommers, fashion and business comportment coach

About the Author

Catherine Kaputa first learned brand strategy from marketing gurus Al Ries and Jack Trout at Trout & Ries Advertising. For over ten years Catherine was Director of Advertising and Community Affairs at Citi Smith Barney and Shearson Lehman Brothers in charge of global branding and advertising for corporate wealth management and investment banking. Catherine has also taught graduate level courses on branding at New York University's Stern School of Business.

More About the Author

Catherine Kaputa is a personal branding strategist, speaker, workshop leader and author. She is the founder of SelfBrand, a NYC-based personal branding company (www.selfbrand.com ).

From Madison Avenue to Wall Street to the halls of academe, she perfected how to brand and market products, places and companies. Catherine learned brand strategy under Al Ries and Jack Trout at Trout & Ries Advertising. She led the award-winning "I Love New York" campaign at Wells Rich Greene. For over ten years she was SVP, Director of Advertising and Community Affairs at Citi Smith Barney, and taught advertising at NYU's Stern School of Business.
Yet Catherine discovered that the most important application for branding is not products, places and companies - it's for individuals to define and own their career identity.

Personal branding can help people create more success for themselves and the companies they work for, the topic of her book, U R a Brand, How Smart People Brand Themselves for Business Success, winner of the Ben Franklin award for Best Career Book 2007 (www.urabrand.com ).

Catherine is also active as a speaker and workshop leader on women's leadership, the topic of her new book: The Female Brand: Using the Female Mindset for Business Success (Davies Black, June 2009, www.femalebrand.com ).

Catherine has spoken at a wide range of corporations and organizations as part of talent development, sales force meetings and diversity and women's initiatives - organizations focused on creating career and leadership development opportunities particularly during turbulent times. Clients include PepsiCo, Microsoft, Intel, UBS, Boehringer-Ingelheim, Bank of New York, UST and others. (For more information contact: catherinekaputa@gmail.com. Visit www.selfbrand.com. Catherine blogs at www.artofbranding.com ) You can follow her at www.twitter.com/Catherine Kaputa


Previous Public Speaking Events:

Book Expo America (BEA)
Book Signing, New York, NY
June 6, 2012
Breakthrough Branding


Microsoft's Tech-Ed Conference
Orlando, Florida
Women In Technology Keynote Speaker
June 14, 2012
The Female Brand

Con Edison
Private Conference
Bear Mountain, NY
June 18
You Are a Brand

Customer Reviews

4.5 out of 5 stars
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See all 22 customer reviews
It's interesting to read and full of stories, advice,and tips.
jeffrey d adams
I think this book will be helpful to anyone whether they are in transition or stuck in their current job.
Steve Weinberg
The author takes you through the personal branding process step-by-step.
Elizabeth J. Hitchcock

Most Helpful Customer Reviews

6 of 7 people found the following review helpful By Jackson L. on December 15, 2012
Format: Paperback Verified Purchase
First 1/4 of the book contains some good nuggets of information, such as a four-point summary of what good branding is (although the author doesn't delve deeply into each one, which leaves the four-point summary seeming very shallow). The second half of the book has really generic info, such as how to give better presentations, how the tone of your voice should sound, or how you should dress. These are more tactical, and in my opinion, not that helpful, tactical advice on personal branding. If you have have a college education and have a year or two of experience in the corporate world, none of the second half of the book would be very insightful.

I was personally looking for insights. I.e. things to help me brand myself that I don't already know, or aren't intuitive to the average joe. This book has bits and pieces of these insights, but unfortunately 3/4 of the book contains only generic info.

If interested in personal / product branding, look around more on Amazon. There are better ones that I've found.
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By scott on August 28, 2014
Format: Paperback
You Are a Brand! is a must read for anyone involved in a career today. This book teaches you how to determine your value, promote yourself authentically so it suits your style, and develop the network you need to be successful today. There are lots of mini case studies of various people to show you personal branding in action. Kaputa’s nuggets are on target and you won’t waste a lot of time with fluff. All I can say is the sooner you read this book, the better.
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Format: Paperback
This book is required reading for anyone trying
to succeed in a corporation or look for a job in a challenging job market. I'm usually disappointed with business books and self-help books because so many are too general and a re-hash of what othershave said. You Are a Brand is a fun read and it's full of tips and ideas that can help you stand out and move up
in a competitive, corporate environment. Very useful and interesting.
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By sunshinegirl on August 27, 2013
Format: Paperback
You Are A Brand is an essential read for anyone who has a career, trying to change a career course, or is thinking about choosing a career. As a recent college graduate, this book has guided me step by step in forming my personal brand. Catherine Kaputa perfectly explains the process of branding via real life examples and brainstorming exercises. After reading Kaputa's book, I feel more confident and comfortable with myself upon entering any interview. I know I will definitely revisit her book as my career progresses.
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By Nomi Bachar on August 21, 2013
Format: Paperback
Catherine Kaputa's book has helped enlighten me and clarify for me the organic process of branding oneself and ones work. The book demystifies the concept of branding. It helps you realize that what you have to offer as a person and/or a company is your unique contribution. These unique qualities should be expressed clearly and organically so that you can communicate them to your audience. The ability to brand ourselves empowers us to achieve our goals. This book is pleasurable and educational reading.
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By Denise Sena on August 8, 2013
Format: Paperback
" I read the book and brought Catherine in to do a series of workshops on personal branding for our Women's Leadership Initiave based on ideas in the book. I then worked with Catherine for several months to meet our company's learning objective for a global self-branding program. She nailed it! All the attendees received a copy of "You Are a Brand. I surveyed the group that attended Catherine's workshop a few months later, and her workshop based on the ideas in her book received the highest level of retention and praises."
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Format: Kindle Edition Verified Purchase
Kaputa shares very interesting perspective and exercises in "You Are A Brand" - I really enjoyed reading the book and sharing exercises and ideas with my clients to further their personal branding efforts in their career transitions and development plans. Enjoyable, recommended read!
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By Steve Weinberg on October 30, 2012
Format: Paperback
I have been in transition for six months and this book really helped me market myself better. The book emphasizes
the importance of defining the value you bring to a job situation and writing a strong career narrative on linked in, in your elevator speech and on your resume. With my revised and stronger career identity I was able to have more in person interviews and I am hopefully negotiating for a new job right now. I think this book will be helpful to anyone whether they are in transition or stuck in their current job. It is easy to read with lots of tips and stories. I can highly reccomend it.
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