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about the author
M
ac Cato has a fifty-year perspec-
tive on global branding. He was
the principal founder of Cato
Johnson, a global creative mar-
keting firm that was acquired
by Y&R in 1975 and later merged as Wunderman
Cato Johnson. Wunderman is now one of
the world’s foremost Consumer Relationship
Marketing agencies. He also started Cato Gobé
and helped build Desgrippes Cato Gobé (re-
named DG upon his departure). He is currently
a partner in Cato Associates and Cato Dangoor,
balancing consultancy with teaching and writing.
He helped to shape the evolution of emotional
branding into a primary creative tool used in
developing global brands. This book reflects
history, personal and societal, and the dramatic impact of the profound changes confront-
ing our globalized world today. Cato posits that the increasing convergence of commercial
persuasion and societal persuasion branding will be a critical factor in restoring global con-
fidence in sustainable economic growth—in direct contrast to the negative thesis offered by
Naomi Klein in her books No Logo and Shock Doctrine.
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© 2010 by Mac Cato
All rights reserved. No part of this book may be reproduced in any form without written permission
of the copyright owners. All images in this book have been reproduced with the knowledge and prior
consent of the artists concerned, and no responsibility is accepted by producer, publisher, or printer for
any infringement of copyright or otherwise, arising from the contents of this publication. Every effort has
been made to ensure that credits accurately comply with information supplied. We apologize for any
inaccuracies that may have occurred and will resolve inaccurate or missing information in a subsequent
reprinting of the book.
First published in the United States of America by
Rockport Publishers, a member of
Quayside Publishing Group
100 Cummings Center
Suite 406-L
Beverly, Massachusetts 01915-6101
Telephone: (978) 282-9590
Fax: (978) 283-2742
www.rockpub.com
Library of Congress Cataloging-in-Publication Data
Cato, Mac.
Go logo! a handbook to the art of global branding : 12 keys to creating successful global brands / Mac
Cato.
p. cm.
ISBN-13: 978-1-59253-517-0
ISBN-10: 1-59253-517-8
1. Branding (Marketing) 2. Consumer behavior. 3. Identity (Psychology) 4. Emotions—Social aspects.
5. Communication in marketing. 6. Creative ability in business. I. Title. II. Title: Go logo. III. Title: Creating
successful global brands. IV. Title: Global brands.
HF5415.1255.C38 2010
658.8’27—dc22
2008039715
ISBN-13: 978-1-59253-517-0
ISBN-10: 1-59253-517-8
10 9 8 7 6 5 4 3 2 1
Design: Katie Warner and Sirkka Richert
Book Layout: Megan Jones Design
Printed in China
Text
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