Go Logo! A Handbook to the Art of Global Branding

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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: [phone]

Fax: [phone]

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

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