Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands /
Cato, Mac,
Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands / Art of global branding Mac Cato. - 208 pages : illustrations (chiefly colour) ; 27 cm
Includes bibliographical references.
Introduction: Why this book now? -- The Making of a Creative Brand Warrior -- The Two Mega-categories of Global Branding -- The Three-Pound Universe -- The Power of Myths and Archetypes -- Twelve Key Determinants to Creating Successful Brands -- History: the Impersonal Determinant -- Profile: Edward Ney, President Emeritus Young & Rubicam, New York, N.Y -- Profile: Richard Shriver, former U.S. Assistant Secretary of Defense -- U.S. Assistant Secretary of the Treasury -- Logos: It's Often the Little Things that Count -- Profile: Sirkka Richert, principal of Design Syndicate, London and Brunei -- Brands, Branding: Identity is Equity -- Profile: James Tappan, former president of both Procter & Gamble in Mexico and United Kingdom and former President European Operations, General Foods -- Profile: Lori Kapner, principal Kapner Consulting -- Longing and Belonging: Unattainable Wants, Irresistible Needs -- Profile: Katie Warner, principal of Studio Three Creative -- Alchemy and Magic: Making Life Worthwhile, Wishing Upon a Star -- Profile: Kenneth Nisch, chairman JGA Inc -- Globalization: the Ultimate War Game -- Profile: Yanling Wang, assistant professor of design, College of Architecture -- Design, Art and Planning (DAAP), University of Cincinnati -- Profile: HuimingTong, Dean College of Design, Guangzhou Academy of Fine -- Art, vice-chair Guangdong Industrial Design Assoc -- Profile: Youzhong Lu, chairman VEP Design Associates, Founder /Chief Designer BANMOO, Shanghai -- Profile: Fan Zhang, industrial designer, Mercedes Benz, Germany -- Profile: Tom Chuan Shi - Industrial designer, China (or London?) -- Curiosity: Looking Under the Rock -- Profile: Kenneth Hirst, principle of Hirst Pacific, New York, N.Y -- Entrepreneurship: It is Personal, and It's Not Just Business -- Profile: Keith Stevenson, Mark Hampshire, Merryl Catlow, principals of Absolute Zero Degrees, London -- Persuasion: Black Can Be White, Roses Can Be Blue -- Profile: Barry Kessel, CEO of RTC Relationship Marketing -- Champion Mentality: Winning, Even When You Lose -- Profile: Stan Smith, former professional tennis player -- Right-Brained Thinking: Come to Think of It -- Profile: Jerry Kathman, president and CEO, LPK Inc -- Creativity: Developing Ideas they Can See and Feel -- Profile: Gerald Glover, principle TwoBelowZero -- Where do we go from here? 1. 2. 3. 4. 5. 6.
"Unique among branding or creative guideline books, Go Logo! examines the enormous influence of both "commercial persuasion" and "societal persuasion" branding - and looks closely at the crucial role creative brand warriors play in building and sustaining the winners. A primary focus is on exploring what it takes to be successful in the global branding wars as defined by 12 branding determinants."--Publisher description.
1592535178 9781592535170
2008039715
Branding (Marketing)
Consumer behavior.
Identity (Psychology)
Emotions--Social aspects
Communication in marketing.
Creative ability in business.
HF5415.1255 / .C38 2010
658.827
Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands / Art of global branding Mac Cato. - 208 pages : illustrations (chiefly colour) ; 27 cm
Includes bibliographical references.
Introduction: Why this book now? -- The Making of a Creative Brand Warrior -- The Two Mega-categories of Global Branding -- The Three-Pound Universe -- The Power of Myths and Archetypes -- Twelve Key Determinants to Creating Successful Brands -- History: the Impersonal Determinant -- Profile: Edward Ney, President Emeritus Young & Rubicam, New York, N.Y -- Profile: Richard Shriver, former U.S. Assistant Secretary of Defense -- U.S. Assistant Secretary of the Treasury -- Logos: It's Often the Little Things that Count -- Profile: Sirkka Richert, principal of Design Syndicate, London and Brunei -- Brands, Branding: Identity is Equity -- Profile: James Tappan, former president of both Procter & Gamble in Mexico and United Kingdom and former President European Operations, General Foods -- Profile: Lori Kapner, principal Kapner Consulting -- Longing and Belonging: Unattainable Wants, Irresistible Needs -- Profile: Katie Warner, principal of Studio Three Creative -- Alchemy and Magic: Making Life Worthwhile, Wishing Upon a Star -- Profile: Kenneth Nisch, chairman JGA Inc -- Globalization: the Ultimate War Game -- Profile: Yanling Wang, assistant professor of design, College of Architecture -- Design, Art and Planning (DAAP), University of Cincinnati -- Profile: HuimingTong, Dean College of Design, Guangzhou Academy of Fine -- Art, vice-chair Guangdong Industrial Design Assoc -- Profile: Youzhong Lu, chairman VEP Design Associates, Founder /Chief Designer BANMOO, Shanghai -- Profile: Fan Zhang, industrial designer, Mercedes Benz, Germany -- Profile: Tom Chuan Shi - Industrial designer, China (or London?) -- Curiosity: Looking Under the Rock -- Profile: Kenneth Hirst, principle of Hirst Pacific, New York, N.Y -- Entrepreneurship: It is Personal, and It's Not Just Business -- Profile: Keith Stevenson, Mark Hampshire, Merryl Catlow, principals of Absolute Zero Degrees, London -- Persuasion: Black Can Be White, Roses Can Be Blue -- Profile: Barry Kessel, CEO of RTC Relationship Marketing -- Champion Mentality: Winning, Even When You Lose -- Profile: Stan Smith, former professional tennis player -- Right-Brained Thinking: Come to Think of It -- Profile: Jerry Kathman, president and CEO, LPK Inc -- Creativity: Developing Ideas they Can See and Feel -- Profile: Gerald Glover, principle TwoBelowZero -- Where do we go from here? 1. 2. 3. 4. 5. 6.
"Unique among branding or creative guideline books, Go Logo! examines the enormous influence of both "commercial persuasion" and "societal persuasion" branding - and looks closely at the crucial role creative brand warriors play in building and sustaining the winners. A primary focus is on exploring what it takes to be successful in the global branding wars as defined by 12 branding determinants."--Publisher description.
1592535178 9781592535170
2008039715
Branding (Marketing)
Consumer behavior.
Identity (Psychology)
Emotions--Social aspects
Communication in marketing.
Creative ability in business.
HF5415.1255 / .C38 2010
658.827