You Are a Brand! In Person and Online, How Smart People Brand Themselves for Business Success, Second Edition

  • 4h 56m
  • Catherine Kaputa
  • Nicholas Brealey Publishing
  • 2012

Celebrity entertainers, star athletes, and corporate icons didn't accidentally wind up at the top - they branded their way there. Now you, too, can leverage the power of a personal brand, harness your potential and take charge of your career. Using strategies from the playbook of the Mad Men of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach in YOU ARE A BRAND! 2nd Edition: In Person and Online, How Smart People Brand Themselves for Business Success. Kaputa has revamped her 2007 award-winning classic to include new chapters on crafting your own "elevator speech" and leveraging the power of social media. This updated edition explores strategies and tactics to tap into the power of words, learn the principles of visual identity, think in terms of markets, and execute a self-brand action plan that is unique and memorable. Combining today's hottest business concepts with the realities of the modern workplace, YOU ARE A BRAND! 2nd Edition highlights the self-branding odysseys of savvy professionals and budding entrepreneurs - Catherine Kaputa will coach you to take charge of your career through the one-of-a-kind brand that is YOU.

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.

In this Book

  • You Are A Brand! In Person and Online, How Smart People Brand Themselves for Business Success, Second Edition
  • Foreword
  • Preface To The 2012 Edition
  • Introduction
  • Take Charge of Your Self-Brand
  • Think Different to Become a Brand Apart
  • Search for the Sweet Spot Where You and a Market Opportunity Meet
  • Find a Great Self-Brand Strategy to Get Great Results
  • Use the Principles of Visual Identity to Create a Powerful Self-Brand Package
  • Tap into the Power of Symbols, Logos, and Design to Imprint Your Brand Identity
  • Harness the Power of Names, Signature Words, and Phrases to Lock in Your Message
  • Learn to Speak for Effect, Not Just Facts
  • Master the Art of the Elevator Speech and Pitch Yourself Anytime, Anywhere
  • Take the “Work” Out of Networking
  • Learn the Art of Cyberbranding to Build Your Brand Online
  • Think in Terms of Emotional Engagement with Your Key Target Markets
  • Become a Little Bit Famous
  • Develop an Action Plan That Gets You All the Way from A to Z
  • Afterword
  • Resources
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