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INTRODUCTION : Why This Book Now? 6
CHAPTER ONE: The Making of a Creative Brand Warrior 8
CHAPTER TWO: The Two Mega-Categories of Global Branding 12
CHAPTER THR EE: The Three-Pound Universe 18
PROFILE: Sooshin Choi, Professor and Head of Industrial Design at the College of
Design, Art and Planning (DAAP), University of Cincinnati .............................................................. 26
PROFILE: Gerry Postlethwaite, Former Principle at Cato Johnson and Former Y&R
Board Director ...................................................................................................................................... 34
CHAPTER FOUR : The Power of Myths and Archetypes 38
PROFILE: Virginie Dercourt, Professor/Lecturer of Multicultural Branding Issues ............................ 46
CHAPTER FIVE: Twelve Key Determinants to Creating Successful Brands 50
1 HISTORY: The Impersonal Determinant
.................................................................................. 52
PROFILE: Michael Graves, AFIA, Principal of Michael Graves & Associates and
Michael Graves Design Group in Princeton, New Jersey ................................................................... 60
PROFILE: Jerry Kuyper, principal of Jerry Kuyper Partners in Westport, Connecticut ...................... 64
PROFILE: Edward Ney, President and Chairman Emeritus of Young & Rubicam
Advertising, New York, New York ....................................................................................................... 68
2 LOGOS: It’s Often the Little Things that Count ..................................................................... 70
PROFILE: Sirkka Richert, Principal of Designsyndicate, London and Brunei .................................... 78
3 BRANDS, BRANDING: Identity Is Equity .............................................................................. 82
PROFILE: James Tappan, Former President of Procter & Gamble in Mexico and
United Kingdom and Former President European Operations of General Foods ............................ 90
PROFILE: Lori Kapner, Principal of Kapner Consulting in Scarsdale, New York .............................. 94
4 LONGING AND BELONGING: Unattainable Wants, Irresistible Needs ...................... 98
PROFILE: Katie Warner, Principal of Studio Three Creative in London, England ........................... 104
5 ALCHEMY AND MAGIC: Making Life Worthwhile, Wishing Upon a Star ................. 108
PROFILE: Kenneth Nisch, Chairman of JGA in Southfield, Michigan .............................................. 115
Contents
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6 GLOBALIZATION: The Ultimate War Game ....................................................................... 118
PROFILE: Yanling Wang, Assistant Professor of Design at the College of Architecture,
Design, Art and Planning (DAAP), University of Cincinnati ............................................................ 125
PROFILE: Huiming Tong, Dean of the College of Design, Guangzhou Academy of
Fine Art and Vice Chairman of the Guangdong Industrial Design Association .............................. 126
PROFILE: Lu Youzhong Lu, Chairman of VEP Design Associates and Founder/
Chief Designer of Banmoo, Shanghai................................................................................................ 130
PROFILE: Fan Zhang, Industrial Designer at Mercedes-Benz, Germany ......................................... 134
PROFILE: Tom Chuan Shi, Industrial Designer in China .................................................................. 138
7 CURIOSITY: Looking Under the Rock ................................................................................... 140
PROFILE: Kenneth Hirst, Principal of Hirst Pacific in New York, New York .................................. 148
8 ENTREPRENEURSHIP: It Is Personal, and It’s Not Just Business .................................. 152
PROFILE: Keith Stevenson and Mark Hampshire, Principals of Absolute Zero Degrees
in London, England, and Merryl Catlow ........................................................................................... 158
9 PERSUASION: Black Can Be White; Roses Can Be Blue ................................................ 162
PROFILE: Barry Kessel, Chief Executive Officer of RTC Relationship Marketing in
Washington, D.C. ................................................................................................................................ 168
10 CHAMPION MENTALITY: Winning, Even When You Lose ........................................... 172
PROFILE: Stan Smith, Former Professional Tennis Player and Tennis Events Entrepreneur .......... 178
11 RIGHT-BRAINED THINKING: Come to Think of It ......................................................... 182
PROFILE: Jerry Kathman, President and Chief Executive Officer of LPK in Cincinnati, Ohio ....... 188
12 CREATIVITY: Developing Ideas They Can See and Feel ................................................. 192
PROFILE: Gerald Glover, Principal of TwoBelowZero in London, England ................................... 198
CHAPTER SIX: Where Do We Go from Here? 202
DIRECTORY OF CONTRIBUTORS 204
BIBLIO GRAPHY 206
ABOUT THE AUTHOR 208
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