The Female Brand

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.