In her book The Female Brand, author Catherine Kaputa speaks from her background in advertising and personal branding to encourage women to view themselves as a “product” in the marketplace and to learn how to differentiate themselves from the competition. She argues that women bring unique strengths and aptitudes to the workplace, and that these “gender-based strengths” may be especially valuable in a twenty-first century marketplace in which most jobs are no longer machine-based and emphasize cooperation and teamwork. Women following her practical advice will learn how to cultivate a “female brand” which is both authentic and distinctive, and which strategically addresses specific needs in the marketplace.
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Related book summaries in the BBS library: Women Lead the Way, Why Women Mean Business
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