Contributor biographical information for Go logo, a handbook to the art of global branding : 12 keys to creating successful global brands / Mac Cato.


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Mac Cato founded Cato Gobe in New York in 1985, with Joel Desgrippes in Paris, focused on development of the Emotional Branding concept. Throughout his long career Cato has been an active innovator in his brand consulting programs with many of the world's leading brand-led businesses, including Mercedes, Ford, General Foods, Nestle, Mars, Coke, Pepsi, Nabisco, Chase, Diners Cub, American Express, Heineken, Budweiser, The Limited, ASDA, Kroger, Safeway, Avon, Elisabeth Arden, Victoria's Secret, and Brookstone.

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