The Female Brand: Using the Female Mindset to Succeed in Business - Hardcover

Kaputa, Catherine

3.75

24 ratings by Goodreads

Hardcover

ISBN 10: 089106284X ISBN 13: 9780891062844

Publisher: UNKNO, 2009

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Women make up 51 per cent of the workforce, but only a tiny two per cent are Fortune 500 CEOs. Which begs the question: why do talented women have trouble succeeding in business? Catherine Kaputa provides the answer in this how-to and how-to-think guide for women who want to maximize their potential.The real world rewards perception as well as talent and hard work. That's why the author believes the most important application for branding is not for products, places and companies, but for individuals. To succeed beyond the mid-level in corporations, women must build a successful career identity-- a brand-- one that's authentic, focused and relevant.Drawing on the latest findings of experts in fields of brain science and gender research, Kaputa shows women how to build a brand around their personal strengths and their aptitude as women. This inspirational guide will help any woman come away motivated and with a clear perspective on how to create more confidence, happiness and career success.

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About the Author:

Catherine Kaputa is founder and president of SelfBrand, a brand strategy and business coaching company, and a frequent speaker and presenter of her "Make Yourself a Brand" coaching seminars. A 20-year veteran of branding and advertising on Madison Avenue, Wall Street, and in academia, she is a former marketing and advertising executive at Trout & Ries and Wells, Rich, Greene agencies, Smith Barney, and the Stern School of Business, New York University.

She is also the author of You Are a Brand!, winner of the 2007 Ben Franklin Award for "Best Career Book."

From Publishers Weekly:

Kaputa, a marketing and branding whiz, mines anecdotes from successful women and her own personal experience to sell readers on themselves-rather than trying to be "one of the boys," Kaputa insists, women will get farther in the workplace by using the strengths unique to them. Stuffed with self-evaluation materials, direct advice and "brainstormer" exercises, Kaputa has put together a useful, well-organized primer on a familiar argument. While some of the generalizations are a bit heavy handed-women have stronger verbal skills than men, women derive less satisfaction from high-level "workaholic" positions-Kaputa breaks down the idea of personal branding into manageable concepts: specialization, presentation and effective networking. In uncertain economic times, this text should prove useful for job seekers, the underemployed, and those striving for advancement.
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