Go Logo! A Handbook to the Art of Global Branding

Name: Go Logo! A Handbook to the Art of Global Branding | 12 Keys to Creating Successful Global Brands
Brand: Rockport Publishers Inc.
Price: 43.99 EUR
Availability: OnlineOnly

12 Keys to Creating Successful Global Brands

Mac Cato(Autor*in)

Rockport Publishers Inc.

Erschienen am 1. März 2010

208 Seiten

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978-1-61673-879-2 (ISBN)

43,99 €inkl. 7% MwSt.

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Inhalt

Cover
Title
CONTENTS
INTRODUCTION: Why This Book Now?
CHAPTER ONE: The Making of a Creative Brand Warrior
CHAPTER TWO: The Two Mega-Categories of Global Branding
CHAPTER THREE: The Three-Pound Universe
PROFILE: Sooshin Choi, Professor and Head of Industrial Design at the College of Design, Art and Planning (DAAP), University of Cincinnati
PROFILE: Gerry Postlethwaite, Former Principle at Cato Johnson and Former Y&R Board Director
CHAPTER FOUR: The Power of Myths and Archetypes
PROFILE: Virginie Dercourt, Professor/Lecturer of Multicultural Branding Issues
CHAPTER FIVE: Twelve Key Determinants to Creating Successful Brands
1 HISTORY: The Impersonal Determinant
PROFILE: Michael Graves, AFIA, Principal of Michael Graves & Associates and Michael Graves Design Group in Princeton, New Jersey
PROFILE: Jerry Kuyper, principal of Jerry Kuyper Partners in Westport, Connecticut
PROFILE: Edward Ney, President and Chairman Emeritus of Young & Rubicam Advertising, New York, New York
2 LOGOS: It's Often the Little Things that Count
PROFILE: Sirkka Richert, Principal of Designsyndicate, London and Brunei
3 BRANDS, BRANDING: Identity Is Equity
PROFILE: James Tappan, Former President of Procter & Gamble in Mexico and United Kingdom and Former President European Operations of General Foods
PROFILE: Lori Kapner, Principal of Kapner Consulting in Scarsdale, New York
4 LONGING AND BELONGING: Unattainable Wants, Irresistible Needs
PROFILE: Katie Warner, Principal of Studio Three Creative in London, England
5 ALCHEMY AND MAGIC: Making Life Worthwhile, Wishing Upon a Star
PROFILE: Kenneth Nisch, Chairman of JGA in Southfield, Michigan
6 GLOBALIZATION: The Ultimate War Game
PROFILE: Yanling Wang, Assistant Professor of Design at the College of Architecture, Design, Art and Planning (DAAP), University of Cincinnati
PROFILE: Huiming Tong, Dean of the College of Design, Guangzhou Academy of Fine Art and Vice Chairman of the Guangdong Industrial Design Association
PROFILE: Lu Youzhong Lu, Chairman of VEP Design Associates and Founder/Chief Designer of Banmoo, Shanghai
PROFILE: Fan Zhang, Industrial Designer at Mercedes-Benz, Germany
PROFILE: Tom Chuan Shi, Industrial Designer in China
7 CURIOSITY: Looking Under the Rock
PROFILE: Kenneth Hirst, Principal of Hirst Pacific in New York, New York
8 ENTREPRENEURSHIP: it Is Personal, and It's Not Just Business
PROFILE: Keith Stevenson and Mark Hampshire, Principals of Absolute Zero Degrees in London, England, and Merryl Catlow
9 PERSUASION: Black Can Be White
Roses Can Be Blue
PROFILE: Barry Kessel, Chief Executive Officer of RTC Relationship Marketing in Washington, D.C.
10 CHAMPION MENTALITY: Winning, Even When You Lose
PROFILE: Stan Smith, Former Professional Tennis Player and Tennis Events Entrepreneur
11 RIGHT-BRAINED THINKING: Come to Think of It
PROFILE: Jerry Kathman, President and Chief Executive Officer of LPK in Cincinnati, Ohio
12 CREATIVITY: Developing Ideas They Can See and Feel
PROFILE: Gerald Glover, Principal of TwoBelowZero in London, England
CHAPTER SIX: Where do We Go from here?
DIRECTORY OF CONTRIBUTORS
BIBLIOGRAPHY
ABOUT THE AUTHOR

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