Table of contents for Go logo! : 12 keys to creating successful global brands / Mac Cato.

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

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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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:

Branding (Marketing).
Consumer behavior.
Identity (Psychology).
Emotions -- Social aspects.
Communication in marketing.
Creative ability in business.