Publisher description for Go logo, a handbook to the art of global branding : 2 keys to creating successful global brands / Mac Cato.

Bibliographic record and links to related information available from the Library of Congress catalog

Information from electronic data provided by the publisher. May be incomplete or contain other coding.


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.

Library of Congress subject headings for this publication:
Branding (Marketing)
Consumer behavior.
Identity (Psychology)
Emotions -- Social aspects.
Communication in marketing.
Creative ability in business.