TY  - BOOK
AU  - Cato,Mac
TI  - Go logo! a handbook to the art of global branding: 12 keys to creating successful global brands 
SN  - 1592535178
AV  - HF5415.1255 .C38 2010
U1  - 658.827 22
PY  - 2010///]
CY  - Beverly, Mass.
PB  - Rockport
KW  - Branding (Marketing)
KW  - Consumer behavior
KW  - Identity (Psychology)
KW  - Emotions
KW  - Social aspects
KW  - Communication in marketing
KW  - Creative ability in business
N1  - 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?
N2  - "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
UR  - http://www.loc.gov/catdir/enhancements/fy1002/2008039715-b.html
ER  -