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Branding: In Five and a Half Steps

Branding: In Five and a Half Steps

Branding: In Five and a Half Steps

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Johnson, Michael. Branding: In Five and a Half Steps

Thames & Hudson

2016

Book ID: 101156

In Branding, 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.

320 pp. English Cl.