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 -- PROFILE: Virginie Dercourt, Professor/Lecturer of Multicultural Branding Issues -- CHAPTER 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 -- PROFILE: Sirkka Richert, Principal of Designsyndicate, London and Brunei -- 3 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 -- PROFILE: Kenneth Nisch, Chairman of JGA in Southfield, Michigan -- 6 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 -- PROFILE: Tom Chuan Shi, Industrial Designer in China -- 7 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 -- PROFILE: Stan Smith, Former Professional Tennis Player and Tennis Events Entrepreneur -- 11 RIGHT-BRAINED THINKING: Come to Think of It -- PROFILE: Jerry Kathman, President and Chief Executive Officer of LPK in Cincinnati, Ohio -- 12 CREATIVITY: Developing Ideas They Can See and Feel -- PROFILE: Gerald Glover, Principal of TwoBelowZero in London, England -- CHAPTER SIX: Where do We Go from here? -- DIRECTORY OF CONTRIBUTORS -- BIBLIOGRAPHY -- ABOUT THE AUTHOR.