Catherine Kaputa
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Catherine Kaputa
Key Topics:
Personal Branding
Bio Info:

From Madison Avenue to Wall Street to the halls of academe to founding a New York City-based brand strategy company, Catherine Kaputa’s experience has taught her how to brand products, services and herself.

Now, Catherine shows others how to apply the principles and strategies from the commercial world of brands to your most important product – You.

Catherine is the author of the award-winning U R a Brand, How Smart People Brand Themselves for Business Success, winner of the Ben Franklin award for best career book 2007, a bronze medal in the IPPY awards and a finalist for 2007 career book of the year in Foreword magazine.

Her new book is on women and success, titled The Female Brand: The Advantage of the Female Mindset in Career Success (Davies Black, June, 2009).

As SVP, Director of Advertising and Community Affairs at Citigroup Smith Barney, she was responsible for world-wide branding and advertising at well-known financial services giant for over ten years. Her role included overseeing all advertising: corporate image, wealth management, investment banking, and internet campaigns, many of which won awards for creativity and effectiveness.

Catherine cut her teeth in brand strategy and advertising at two major ad agencies. Serving as VP, Management Supervisor, Catherine led the award-winning I Love New York campaign at Wells,Rich, Greene, where she recruited celebrities and Broadway stars to appear pro-bono in the dazzling New York City commercials. Catherine’s first job in advertising was under the marketing gurus Al Ries and Jack Trout at Trout & Ries Advertising. Catherine has also taught branding and advertising at New York University, Stern School of Business.

In 2002, Catherine launched SelfBrand, a New York City-based brand strategy company that works with people, products and companies.

She has been featured on ABC, NBC , MSNBC, The New York Times, Fortune, Forbes, The Wall Street Journal, Pink magazine, Investors Business Daily, PM magazine, Career Builder, Tom Peters.com and a host of other print, radio and webzines. Her articles on branding have been published in T + D magazine, the leading magazine for training and development professionals, Pink magazine and other print and on-line publications.

Catherine has been a brand builder and rebrander throughout her life. Originally a journalism and advertising major at the Medill School of Journalism at Northwestern University, she switched to fine arts her senior year.

Pursuing her interest in Japanese art history, she earned an M.A. from the University of Washington, and was a Ph.D. Candidate at Harvard University. She won a two-year scholarship from the Japanese Ministry of Education (Mombusho) to study at Tokyo University, and was a Smithsonian summer fellow in Washington D.C. Catherine translated a book, Kano Eitoku and the Kano School of Painting from Japanese (Kodansha) and co-authored Asiatic Art in the Seattle Art Museum.

And no branding move in her career was more extreme (or took such a complete brand makeover) than the leap she made from being a Japanese art historian to an executive in the branding world of Madison Avenue.

Catherine lives in New York City with her husband and son.
 

Speaking Topics

* You are a Brand!

* The Female Brand: Using the Female Mindset to

   Succeed in Business

* Leadership Brand: Leading in Difficult Times

* Closing the Sale With Your Brand

Speaking programs are available as keynote talks, half-day seminars or full-day programs.

You are a Brand!: Building a Personal Brand

Based on her work with brands and the ideas in her award winning book, U R a Brand, Catherine will show through vivid case study examples how to apply branding principles for your most important product – You.

You’ll learn the core branding and marketing principles that big brands use to create a winning brand: the power of taglines and verbal identity, the principles of visual identity and packaging and how to apply them to your advantage, and how to engage your customers and create a total brand experience. And you’ll learn how to create a brand that’s in demand in challenging markets and brings more value to your career and to your company.

The Female Brand: Using the Female Mindset to Suceed in Business

Based on Catherine’s upcoming new book, The Female Brand (May, 2009), this program focuses on exciting new research into female aptitudes and shows you how to apply these strengths for maximum benefit to your company and your best asset – YOU. You will learn new insights into the advantages of the female leadership style, why it’s different for women in the workplace, and why playing your game the way men do usually backfires. The program is high-octane and inspirational, and each woman will come away motivated with a clearer perspective on how they can apply these ideas to create more confidence, network and career success.

Leadership Brand: Leading in Challenging Times

Senior executives are plentiful, but leadership brands are rare.  Yet leadership is particularly important in today’s complex, global environment. Leadership brands stand for something relevant and enduring – they inspire hope and confidence about the future.

Organizations need to cultivate a leadership brand mindset that reflects the organization’s brand and is consistent and recognizable across the organization and to people on the outside.Strong leaders not only have intelligence and experience, they have “soft power” – the ability to inspire and attract followers and give them the strength to prevail. Through vivid case study examples, you will learn how to use brand strategies and principles and apply them to your best product — you — to benefit your career and the company you work for.

Closing the Sale With Your Brand: Building Brand Engagement with Your Clients

Three of the hottest concepts in branding today are Brand Engagement, Emotional Branding and Brand Personas – they are all about building a strong relationship between a brand and its customers. In this talk, sales professionals will learn how to use the ideas the big brands use to build strong emotional connections with your customers, and how to connect via a range of “touch points.” You’ll learn about how to use branding techniques for brand engagement, persuasion and emotional branding to be more successful with customers and clients. Nothing is as powerful as an insight into human nature and connecting with what makes another person tick. This talk will show you how.

Workshops

Building a Personal Brand Successful products, corporate icons, and Hollywood celebrities all have what it takes to be in control and in demand — a unique brand. Based on the ideas in Kaputa’s award-winning book, U R a Brand!, you will learn through vivid case-study examples and stories how to use brand strategies and principles and apply them to your best product — Brand You. This highly interactive workshop covers the multi-step branding process, developing your own personal brand strategy, and developing a personal marketing plan to bring value to you and your company.

The Leadership Brand Workshop Senior executives are plentiful, but leadership brands are rare. Organizations need to cultivate a leadership brand mindset that reflects the organization’s brand and is consistent and recognizable across the organization and to people on the outside. Based on the ideas in Kaputa’s award-winning book, U R a Brand!, you will learn through vivid case-study examples, you will learn how to use brand strategies and principles and apply them to your best product — Brand You. This highly interactive workshop covers the multi-step branding process and how to develop your own personal brand strategy that complements the company brand and helps you achieve your personal and company goals.

The Female Brand: Using the Female Mindset to Succeed in Business This talk will introduce findings in gender research and female aptitudes, along with new insights into why it can be different for women in business. Based on the ideas in Kaputa’s book, The Female Brand, you’ll learn how to harness all your assets to build a successful career identity that’s authentic, relevant, and effective in this highly interactive workshop.

Developing the Innovative Mindset Innovation is particularly important in today’s complex, highly competitive global environment. Innovative leaders stand for something relevant and enduring – they inspire hope and confidence about the future. Companies need to cultivate a culture of innovation in all employees to be successful. Through interactive individual and team exercises, you will learn how to be more innovative and creative in your approach to your job.

The Art of Pitching and Negotiating Many of us never took a course in persuasion. Yet the ability to pitch our ideas and services, negotiate a good deal for ourselves or our company and persuade others impacts us every day in business. Through interactive individual and team exercises, you will learn how to be more persuasive and successful in your pitches, presentations and negotiations.

Getting to the Next Level This workshop covers strategies and tactics for positioning yourself for the next level. This highly interactive workshop will cover goal setting, tactics for getting the career outcome you want and pitching yourself for a stretch assignment.

Networking Ph.D. This highly interactive workshop will show you how to build a network of contacts and associations and take the “work” out of networking. You will learn tactics for expanding your external and internal networking activities, the different types of people you need in your network, and strategies for asking for help.

Using Story, Metaphor and Humor in Presentations In this workshop, you will learn how to use the elements of “story”, metaphor and humor in business presentations. Through interactive individual and team exercises, you will learn how to be more memorable and successful in your pitches, presentations and negotiations.


Watch Catherine Kaputa on YouTube!
 

Fee Info (subject to change)
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Travels From:
NY
Programs:
  • You are a Brand!: Building a Personal Brand
  • The Female Brand: Using the Female Mindset to Suceed in Business
  • Leadership Brand: Leading in Challenging Times
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