Pdf | Eng | 208 | 102Mb
Why This Book Now?
Back in the 1960s, a close friend of mine, a solidly left-brained Procter & Gamble
executive, said he would love to write a book, if only he had something to
write about. We both laughed. I understood what he meant. My right-brained,
creative journey had just started, and I wasn't too clear about where I wanted it
to go. It took another forty-odd years—some of them exceedingly odd—but my
journey is complete. I've seen a lot and done a lot, and a look back is often the best way
to look ahead.
Mac Cato has a fifty-year perspective
on global branding. He was
the principal founder of Cato
Johnson, a global creative marketing 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 Gobe
and helped build Desgrippes Cato Gobe (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 1хюк 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.