The Personal Branding Advocate

Catherine Kaputa

Award-winning international author
One of the world’s leading experts on branding, ranked #22 among
Top Global Gurus in Branding 2014

From Madison Avenue to Wall Street to the halls of academe, Catherine Kaputa has perfected her ability to market products, places, and companies.

Branding Credentials

Early in her career Catherine learned brand strategy from marketing gurus Al Ries and Jack Trout at Trout & Ries Advertising. 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.

Not Just for Products

Catherine came to appreciate that branding’s other 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.

At no time is personal branding more important than when you’re just starting out and looking for your first job, the topic of Catherine’s newest book, Graduate to a Great Career.

Women Who Brand

One of Catherine’s passions is creating more female leaders, the topic of her book, Women Who Brand: How Smart Women Promote Themselves and Get Ahead. Catherine is active as a speaker at women’s conferences. She gave the keynote talk at the Women’s Leadership Conference in October 2013 in Vienna, Austria sponsored by Eurobrand and the U.S. State Department. And she was the keynote speaker for women at the 2012 TechEd Conference sponsored by Microsoft.

Breakthrough Branding

Her book, Breakthrough Branding, is a guide for entrepreneurs, marketers and intrapreneurs in growing a small idea into a big brand and creating a culture of innovation and brand-building in companies. Breakthrough Branding won the silver medal in the 2012 Foreword Magazine Book of the Year Awards, Business and Economics Category. She often speaks to business groups and consults on naming and branding strategy with her And A Name team.

Speaking Out

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 Google, PepsiCo, Microsoft, Intel, Samsung, AT&T, Unilever, Dow Jones, ADP, Citi, Cardinal Health, Marsh, AXA and other organizations. To learn more, contact Catherine@selfbrand.com.

What Catherine Believes

SelfBrand is a branding and professional development company offering keynotes, workshops and coaching. Here’s an introduction to our philosophy.


Our philosophy is to create breakthrough branding for individuals, entrepreneurs and marketers.
For more information contact Catherine@selfbrand.com.