From Madison Avenue to Wall Street to the halls of academe, Catherine perfected her ability to market products, places, and companies. She learned brand strategy from Al Ries and Jack Trout, and then led the award-winning “I ♥ NY” campaign at Wells, Rich, Greene. For over ten years she was SVP, Director of Advertising and Community Affairs at Citi Smith Barney, and she taught a course on branding at New York University’s Stern School of Business. Catherine discovered that an equally important application for branding is for individuals to define their own career identity and to take charge of their performance success. That’s why Catherine launched SelfBrand, a New York City-based branding company, and has written several books on personal branding and branding, the award-winning You Are a Brand!, The Female Brand and Breakthrough Branding She has been featured on CNN, ABC, NBC, MSNBC, The Wall Street Journal, The New York Times, USA Today, Fortune magazine, The London Observer, and The Financial Times.