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Branding In Five and a Half Steps

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Sinister forces from the nether are rising, causing destruction and death to many as one more Sage is chosen. 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 to reinforce a core message.

If you don’t immerse yourself and investigate what a brand stands (or doesn’t stand), you’ll end up creating fantastic solutions, for the wrong reasons. Michael Johnson is the founder of Johnson banks, a British brand consultancy, and describes his book as followed: “A book that is genuinely useful” and that “aims to clarify, not to confuse”. In the other, the designers, often struggling to unpick what has been agreed so they can start ‘being creative’. Many years ago we started stripping out all the jargon and just asking simple questions – “what do you do?The book guides us through Johnson’s five key steps in the branding process (Investigation, Strategy and Narrative, Design, Implementation, and Engagement). But many of our day-to-day discussions haven’t been with Ivy League MBA’s but with real, normal, human beings. In early 2014, Michael Johnson started work on a key book he felt was missing from his shelves – a definitive guide to the entire branding process that wasn’t biased to either strategy or design, but treated both as equals. In early 2014, Michael Johnson started work on a key book he felt was missing from his shelves — a definitive guide to the entire branding process that wasn’t biased to either strategy or design, but treated both as equals. Join Michael as he unveils 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.

The first part of the book shows how the birth of a brand begins – explaining how to identify the missing gap in the market and not just focus on the visual solution. From the first screech of his electric guitar upsetting musicians at a folk festival to his writing and paintings, Bob Dylan has risen to become a seminal force in American popular culture. Gold Rush is a compelling analysis of the fascinating combination of psychological and personal qualities, as well as internal and external factors, that go to create an Olympic champion. Perfect for a fledgling business getting on the brand wagon or for an established business in preparation for a rebrand. The Logo Creative – There are so many books available about branding, What gap is it trying to fill?Having high-quality, strategic branding is what makes certain businesses soar straight to the top while others drown in a sea of sameness. With practical suggestions geared toward the business world, Johnson shows us how men's conversational rituals and verbal power games can cause your best efforts to go unnoticed and unappreciated in the workplace. Cracking The Boy's Club Code gives you creative strategies for winning respect from male coworkers and getting the outcomes you want. I say this because if a branding, or rebranding project, has its basis in logic, fact — and makes strategic sense — it’s much easier for different audiences to understand why something has changed. Fantastic examples from all over the world are used to illustrate points, along with some honest anecdotes covering the highs and lows of rebranding massive corporations.

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