Go Logo! A Handbook to the Art of Global Branding

Go Logo! A Handbook to the Art of Global Branding

by Mac Cato
Released March 2010
Publisher(s): Rockport Publishers
ISBN: 9781616738792

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Book description

Unique among branding or creative guideline books, this book 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 winning designs.

Table of contents

  1. Cover
  2. Title
  3. CONTENTS
  4. INTRODUCTION: Why This Book Now?
  5. CHAPTER ONE: The Making of a Creative Brand Warrior
  6. CHAPTER TWO: The Two Mega-Categories of Global Branding (1/2)
  7. CHAPTER TWO: The Two Mega-Categories of Global Branding (2/2)
  8. CHAPTER THREE: The Three-Pound Universe (1/2)
  9. CHAPTER THREE: The Three-Pound Universe (2/2)
    1. PROFILE: Sooshin Choi, Professor and Head of Industrial Design at the College of Design, Art and Planning (DAAP), University of Cincinnati (1/2)
    2. PROFILE: Sooshin Choi, Professor and Head of Industrial Design at the College of Design, Art and Planning (DAAP), University of Cincinnati (2/2)
    3. PROFILE: Gerry Postlethwaite, Former Principle at Cato Johnson and Former Y&R Board Director
  10. CHAPTER FOUR: The Power of Myths and Archetypes (1/2)
  11. CHAPTER FOUR: The Power of Myths and Archetypes (2/2)
    1. PROFILE: Virginie Dercourt, Professor/Lecturer of Multicultural Branding Issues
  12. CHAPTER FIVE: Twelve Key Determinants to Creating Successful Brands
    1. 1 HISTORY: The Impersonal Determinant (1/2)
    2. 1 HISTORY: The Impersonal Determinant (2/2)
      1. PROFILE: Michael Graves, AFIA, Principal of Michael Graves & Associates and Michael Graves Design Group in Princeton, New Jersey
      2. PROFILE: Jerry Kuyper, principal of Jerry Kuyper Partners in Westport, Connecticut
      3. PROFILE: Edward Ney, President and Chairman Emeritus of Young & Rubicam Advertising, New York, New York
    3. 2 LOGOS: It’s Often the Little Things that Count (1/2)
    4. 2 LOGOS: It’s Often the Little Things that Count (2/2)
      1. PROFILE: Sirkka Richert, Principal of Designsyndicate, London and Brunei
    5. 3 BRANDS, BRANDING: Identity Is Equity (1/2)
    6. 3 BRANDS, BRANDING: Identity Is Equity (2/2)
      1. PROFILE: James Tappan, Former President of Procter & Gamble in Mexico and United Kingdom and Former President European Operations of General Foods
      2. PROFILE: Lori Kapner, Principal of Kapner Consulting in Scarsdale, New York
    7. 4 LONGING AND BELONGING: Unattainable Wants, Irresistible Needs
      1. PROFILE: Katie Warner, Principal of Studio Three Creative in London, England
    8. 5 ALCHEMY AND MAGIC: Making Life Worthwhile, Wishing Upon a Star
      1. PROFILE: Kenneth Nisch, Chairman of JGA in Southfield, Michigan
    9. 6 GLOBALIZATION: The Ultimate War Game (1/2)
    10. 6 GLOBALIZATION: The Ultimate War Game (2/2)
      1. PROFILE: Yanling Wang, Assistant Professor of Design at the College of Architecture, Design, Art and Planning (DAAP), University of Cincinnati
      2. PROFILE: Huiming Tong, Dean of the College of Design, Guangzhou Academy of Fine Art and Vice Chairman of the Guangdong Industrial Design Association
      3. PROFILE: Lu Youzhong Lu, Chairman of VEP Design Associates and Founder/Chief Designer of Banmoo, Shanghai
      4. PROFILE: Fan Zhang, Industrial Designer at Mercedes-Benz, Germany
      5. PROFILE: Tom Chuan Shi, Industrial Designer in China
    11. 7 CURIOSITY: Looking Under the Rock (1/2)
    12. 7 CURIOSITY: Looking Under the Rock (2/2)
      1. PROFILE: Kenneth Hirst, Principal of Hirst Pacific in New York, New York
    13. 8 ENTREPRENEURSHIP: it Is Personal, and It’s Not Just Business
      1. PROFILE: Keith Stevenson and Mark Hampshire, Principals of Absolute Zero Degrees in London, England, and Merryl Catlow
    14. 9 PERSUASION: Black Can Be White; Roses Can Be Blue
      1. PROFILE: Barry Kessel, Chief Executive Officer of RTC Relationship Marketing in Washington, D.C.
    15. 10 CHAMPION MENTALITY: Winning, Even When You Lose
      1. PROFILE: Stan Smith, Former Professional Tennis Player and Tennis Events Entrepreneur
    16. 11 RIGHT-BRAINED THINKING: Come to Think of It
      1. PROFILE: Jerry Kathman, President and Chief Executive Officer of LPK in Cincinnati, Ohio
    17. 12 CREATIVITY: Developing Ideas They Can See and Feel
      1. PROFILE: Gerald Glover, Principal of TwoBelowZero in London, England
  13. CHAPTER SIX: Where do We Go from here?
  14. DIRECTORY OF CONTRIBUTORS
  15. BIBLIOGRAPHY
  16. ABOUT THE AUTHOR

Product information

  • Title: Go Logo! A Handbook to the Art of Global Branding
  • Author(s): Mac Cato
  • Release date: March 2010
  • Publisher(s): Rockport Publishers
  • ISBN: 9781616738792