Go Logo, A Handbook to the Art of Global Branding: 12 Keys to Creating Successful Global Brands: 12 Keys to Designing Successful Global Brands

Product Description Unique among branding or creative guideline books, this book examines the enormous influence of both "commercial persuasion" and "societal persuasion" branding - and looks closely at the crucial role creative brand warriors play in building and sustaining winning designs. A primary focus is on exploring what it takes to be a successful creative in the global branding wars as defined by the 12 branding determinants. About the Author Mac Cato founded Cato Gobe in New York in 1985. Throughout his long career Cato has been an active innovator in his brand consulting programs with many of the world’s leading brand-led businesses – including Mercedes, Ford, General Foods, Nestle, Mars, Coke, Pepsi, Nabisco, Chase, Diners Cub, American Express, Heineken, Safeway, Avon, Elisabeth Arden, Victoria’s Secret, and Brookstone.