From Madison Avenue to Wall Street to the halls of academe, Catherine Kaputa has perfected her ability to market products, places, and companies. Catherine first learned brand strategy from marketing gurus Al Ries and Jack Trout at Trout & Ries Advertising.
Early in her career she led the award-winning “I ♥ NY” campaign at Wells, Rich, Greene. For over ten years Catherine was SVP, 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. And Catherine developed and taught a course on branding at NYU’s Stern School of Business.
Catherine came to appreciate that branding others' great potential was to help people, not products — it’s for individuals to own their career identity and performance success. That’s why Catherine launched SelfBrand LLC, a New York City-based branding company and wrote the award-winning book, You Are a Brand!, winner of the Ben Franklin Award for best Career Book and a Top 10 Employee Training Book in China. The book has been translated into ten languages.
One of Catherine’s passions is creating more female leaders, the topic of her book, The Female Brand. Her new book, Breakthrough Branding, is a guide for entrepreneurs and intrapreneurs in growing a small idea into a big brand and creating a culture of innovation and brand-building in companies.
In her talks and workshops, Catherine combines story-telling, branding tactics and actionable ideas. She has been featured on CNN, NBC, MSNBC, Fortune, The New York Times, The Wall Street Journal, USA Today, The Financial Times and other media. Speaking and workshop clients include PepsiCo, Microsoft, Intel, AT&T, Unilever, Dow Jones, ADP, Citi, Cardinal Health, Marsh, AXA and other companies.