Coverart for item
The Resource Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands, Mac Cato

Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands, Mac Cato

Label
Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands
Title
Go logo! a handbook to the art of global branding
Title remainder
12 keys to creating successful global brands
Statement of responsibility
Mac Cato
Creator
Subject
Language
eng
Summary
  • "Leading neuroscientists now believe that 90 percent of all human decisions are emotionally based, and made below the level of consciousness. Because the initial triggers for decision making are sensual, and most often visual, a key priority of this book is to examine how best to establish the key emotional attributes of a brand - the critical first analysis so necessary to successfully creating a strong brand with staying power." "The purpose of Go Logo! is to provide both creatives and brand custodians a diagnostic analysis of, and a guideline to, the twelve prerequisites for establishing a brand's emotional benchmarks. Perhaps most persuasively, the book offers an extensive and eclectic collection of visual profiles of some of the world's most successful logos and brand identities. The book is based on the author's fifty years of global creative branding experience, plus the personal insights and creative examples provided by a diverse group of contributors. So, have fun, Go Logo!"--BOOK JACKET
  • "Leading neuroscientists now believe that 90 percent of all human decisions are emotionally based, and made below the level of consciousness. Because the initial triggers for decision making are sensual, and most often visual, a key priority of this book is to examine how best to establish the key emotional attributes of a brand - the critical first analysis so necessary to successfully creating a strong brand with staying power." "The purpose of Go Logo! is to provide both creatives and brand custodians a diagnostic analysis of, and a guideline to, the twelve prerequisites for establishing a brand's emotional benchmarks. Perhaps most persuasively, the book offers an extensive and eclectic collection of visual profiles of some of the world's most successful logos and brand identities. The book is based on the author's fifty years of global creative branding experience, plus the personal insights and creative examples provided by a diverse group of contributors. So, have fun, Go Logo!"--Jacket
Cataloging source
DLC
http://library.link/vocab/creatorName
Cato, Mac
Dewey number
658.8/27
Illustrations
illustrations
Index
no index present
LC call number
HF5415.1255
LC item number
.C38 2010
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Consumer behavior
  • Identity (Psychology)
  • Emotions
  • Communication in marketing
  • Creative ability in business
Label
Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands, Mac Cato
Link
Instantiates
Publication
Bibliography note
Includes bibliographical references
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 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
  • [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
  • 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] 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
  • 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
  • [C-head] Champion Mentality: Winning, Even When You Lose
  • [b-head] Chapter Seven: Where do we go from here?
  • A Summing Up
  • 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
Control code
ocn248539622
Dimensions
27 cm
Extent
208 pages
Isbn
9781592535170
Lccn
2008039715
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations (chiefly color)
System control number
  • (Sirsi) 1207794
  • (OCoLC)248539622
Label
Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands, Mac Cato
Link
Publication
Bibliography note
Includes bibliographical references
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 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
  • [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
  • 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] 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
  • 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
  • [C-head] Champion Mentality: Winning, Even When You Lose
  • [b-head] Chapter Seven: Where do we go from here?
  • A Summing Up
  • 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
Control code
ocn248539622
Dimensions
27 cm
Extent
208 pages
Isbn
9781592535170
Lccn
2008039715
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations (chiefly color)
System control number
  • (Sirsi) 1207794
  • (OCoLC)248539622

Library Locations

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      30.20717 -95.46538
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