Branding
Subtitle: in five and a half steps
By: Michael Johnson
Publisher: Thames & Hudson
Published: 2016
Language: eng
Number of pages: 320
ISBN-13: 9780500518960
Subjects: Brand name products; Branding (Marketing)
Description: 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.
Notes: Includes bibliographical references (pages 310-315) and index.
Table of contents: title: Investigate; title: Strategy and narrative; title: Bridging the gap; title: Design; title: Implement; title: Engage or revive.