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

Format:

Book

Author/Creator:

Cato, Mac.

Language:

English

Subjects (All):

Branding (Marketing).

Consumer behavior.

Identity (Psychology).

Emotions--Social aspects.

Emotions.

Communication in marketing.

Creative ability in business.

Physical Description:

1 online resource (209 p.)

Edition:

1st edition

Other Title:

Go logo! a handbook to the art of global branding : twelve keys to creating successful global brands

Place of Publication:

Beverly : Rockport, c2010.

Language Note:

English

System Details:

text file

Summary:

"Leading neuroscientists now believe that 90 percent of all human decisions are emotionally based, and made below the level of consciousness. Because the initial triggers for decision making are sensual, and most often visual, a key priority of this book is to examine how best to establish the key emotional attributes of a brand - the critical first analysis so necessary to successfully creating a strong brand with staying power. The purpose of Go logo! is to provide both creatives and brand custodians a diagnostic analysis of, and a guideline to, the twelve prerequisites for establishing a brand's emotional benchmarks. Perhaps most persuasively, the book offers an extensive and eclectic collection of visual profiles of some of the world's most successful logos and brand identities. The book is based on the author's fifty years of global creative branding experience, plus the personal insights and creative examples provided by a diverse group of contributors. So, have fun, go logo!"--Book jacket.

Contents:

Cover

Title

CONTENTS

INTRODUCTION: Why This Book Now?

CHAPTER ONE: The Making of a Creative Brand Warrior

CHAPTER TWO: The Two Mega-Categories of Global Branding

CHAPTER THREE: The Three-Pound Universe

PROFILE: Sooshin Choi, Professor and Head of Industrial Design at the College of Design, Art and Planning (DAAP), University of Cincinnati

PROFILE: Gerry Postlethwaite, Former Principle at Cato Johnson and Former Y&amp

R Board Director

CHAPTER FOUR: The Power of Myths and Archetypes

PROFILE: Virginie Dercourt, Professor/Lecturer of Multicultural Branding Issues

CHAPTER FIVE: Twelve Key Determinants to Creating Successful Brands

1 HISTORY: The Impersonal Determinant

PROFILE: Michael Graves, AFIA, Principal of Michael Graves &amp

Associates and Michael Graves Design Group in Princeton, New Jersey

PROFILE: Jerry Kuyper, principal of Jerry Kuyper Partners in Westport, Connecticut

PROFILE: Edward Ney, President and Chairman Emeritus of Young &amp

Rubicam Advertising, New York, New York

2 LOGOS: It's Often the Little Things that Count

PROFILE: Sirkka Richert, Principal of Designsyndicate, London and Brunei

3 BRANDS, BRANDING: Identity Is Equity

PROFILE: James Tappan, Former President of Procter &amp

Gamble in Mexico and United Kingdom and Former President European Operations of General Foods

PROFILE: Lori Kapner, Principal of Kapner Consulting in Scarsdale, New York

4 LONGING AND BELONGING: Unattainable Wants, Irresistible Needs

PROFILE: Katie Warner, Principal of Studio Three Creative in London, England

5 ALCHEMY AND MAGIC: Making Life Worthwhile, Wishing Upon a Star

PROFILE: Kenneth Nisch, Chairman of JGA in Southfield, Michigan

6 GLOBALIZATION: The Ultimate War Game.

PROFILE: Yanling Wang, Assistant Professor of Design at the College of Architecture, Design, Art and Planning (DAAP), University of Cincinnati

PROFILE: Huiming Tong, Dean of the College of Design, Guangzhou Academy of Fine Art and Vice Chairman of the Guangdong Industrial Design Association

PROFILE: Lu Youzhong Lu, Chairman of VEP Design Associates and Founder/Chief Designer of Banmoo, Shanghai

PROFILE: Fan Zhang, Industrial Designer at Mercedes-Benz, Germany

PROFILE: Tom Chuan Shi, Industrial Designer in China

7 CURIOSITY: Looking Under the Rock

PROFILE: Kenneth Hirst, Principal of Hirst Pacific in New York, New York

8 ENTREPRENEURSHIP: it Is Personal, and It's Not Just Business

PROFILE: Keith Stevenson and Mark Hampshire, Principals of Absolute Zero Degrees in London, England, and Merryl Catlow

9 PERSUASION: Black Can Be White

Roses Can Be Blue

PROFILE: Barry Kessel, Chief Executive Officer of RTC Relationship Marketing in Washington, D.C.

10 CHAMPION MENTALITY: Winning, Even When You Lose

PROFILE: Stan Smith, Former Professional Tennis Player and Tennis Events Entrepreneur

11 RIGHT-BRAINED THINKING: Come to Think of It

PROFILE: Jerry Kathman, President and Chief Executive Officer of LPK in Cincinnati, Ohio

12 CREATIVITY: Developing Ideas They Can See and Feel

PROFILE: Gerald Glover, Principal of TwoBelowZero in London, England

CHAPTER SIX: Where do We Go from here?

DIRECTORY OF CONTRIBUTORS

BIBLIOGRAPHY

ABOUT THE AUTHOR.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references.

ISBN:

9781616738792

1616738790

OCLC:

782912054