Branding: in five and a half steps

by  Michael Johnson


In this book Johnson strips everyday brands down to their basic components, with case studies that enable us to understand why we select one product or service over another and allow us to comprehend how seemingly subtle influences can affect key life decisions. The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying the correct question the missing gap in the market to which an answer is needed. Johnson proceeds to unveil hidden elements involved in creating a successful brand from the strapline that gives the brand a narrative and a purpose to clever uses of typography that unite design and language. This book explores every step of the development process required to create the simplest and most immediately compelling brands

Table Of Contents

  • Investigate
  • Strategy and narrative
  • Bridging the gap
  • Design
  • Implement
  • Engage or revive


Branding (Marketing) / Brand name products


Published London : Thames & Hudson, 2016
Language English
Material 320 p.
ISBN 0500518963 / 9780500518960
TCDC Bangkok - General Collection
TCDC Chiang Mai - General Collection

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