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[a-head] Table of Contents [b-head] Introduction: Why this book now? [b-head] Chapter One: The Making of a Creative Brand Warrior [b-head] Chapter Two: The Two Mega-categories of Global Branding [b-head] Chapter Three: Twelve Key Determinants to Creating Successful Brands [c-head] 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 [c-head] Logos: It's Often the Little Things that Count Profile: Sirkka Richert, principal of Design Syndicate, London and Brunei [c-head] 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 [c-head] Longing and Belonging: Unattainable Wants, Irresistible Needs Profile: Katie Warner, principal of Studio Three Creative [c-head] Alchemy and Magic: Making Life Worthwhile, Wishing Upon a Star Profile: Kenneth Nisch, chairman JGA Inc. [c-head] 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?) [c-head] Curiosity: Looking Under the Rock Profile: Kenneth Hirst, principle of Hirst Pacific, New York, N.Y. [c-head] Entrepreneurship: It is Personal, and It's Not Just Business Profile: Keith Stevenson, Mark Hampshire, Merryl Catlow, principals of Absolute Zero Degrees, London [c-head] Persuasion: Black Can Be White, Roses Can Be Blue Profile: Barry Kessel, CEO of RTC Relationship Marketing [c-head] Champion Mentality: Winning, Even When You Lose Profile: Stan Smith, former professional tennis player [c-head] Right-Brained Thinking: Come to Think of It Profile: Jerry Kathman, president and CEO, LPK Inc. [c-head] Creativity: Developing Ideas they Can See and Feel Profile: Gerald Glover, principle TwoBelowZero [end numbered list] [b-head] Chapter Four: The Three-Pound Universe Ninety-five percent of the decisions we make lie below the level of consciousness Profile: Sooshin Choi, professor and head of industrial design, Design, Art and Planning (DAAP), University of Cincinnati Profile: Gerry Postlethwaite, former principle at Cato Johnson and former Y&R board director [b-head] Chapter Five: What Lies Beneath, and How Do We Get There? Making S.E.N.S.E. of it all-how to get the best results from a Sensory Exploration/Need State Evaluation process Profile: Virginie Dercourt, professor/lecturer, multicultural branding issues [b-head] Chapter Six: The Power of Myths and Archetypes Why some of the most powerful global brands use the power of myths and archetypes [b-head] Chapter Seven: Where do we go from here? A Summing Up
Library of Congress Subject Headings for this publication:
Emotions -- Social aspects.
Communication in marketing.
Creative ability in business.