| Description |
1 online resource (208 pages) : illustrations |
| Contents |
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 |
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PROFILE: Virginie Dercourt, Professor/Lecturer of Multicultural Branding IssuesCHAPTER 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 |
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PROFILE: Sirkka Richert, Principal of Designsyndicate, London and Brunei3 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 |
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PROFILE: Kenneth Nisch, Chairman of JGA in Southfield, Michigan6 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 |
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PROFILE: Tom Chuan Shi, Industrial Designer in China7 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 |
| 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!"--Jacket |
| Bibliography |
Includes bibliographical references |
| Notes |
Print version record |
| Subject |
Branding (Marketing)
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Consumer behavior.
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Identity (Psychology)
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Emotions -- Social aspects
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Communication in marketing.
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Creative ability in business.
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branding.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Branding (Marketing)
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Communication in marketing
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Consumer behavior
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Creative ability in business
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Emotions -- Social aspects
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Identity (Psychology)
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| Form |
Electronic book
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| LC no. |
2008039715 |
| ISBN |
9781616738792 |
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1616738790 |
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