Tabla de Contenidos: “…-- 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&amp -- 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 &amp -- 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 &amp -- 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 &amp -- 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…”