Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands / Mac Cato.

Includes bibliographical references.

Introduction: Why this book now? -- 1. The Making of a Creative Brand Warrior -- 2. The Two Mega-categories of Global Branding -- 3. The Three-Pound Universe -- 4. The Power of Myths and Archetypes -- 5. 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 -- 6. Where do we go from here?

"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.

Machine converted from AACR2 source record.