Branding In Five and a Half Steps

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Branding In Five and a Half Steps

Branding In Five and a Half Steps

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Johnson also emphasizes the importance to bridge the gap between strategy and design (thus the “half step” in the book title). The Logo Creative – There are so many books available about branding, What gap is it trying to fill? To calculate the overall star rating and percentage breakdown by star, we don’t use a simple average. Branding: In Five and a Half Steps has become a best-seller on both sides of the Atlantic and sold out in Europe within months. Johnson proceeds to unveil all the secret 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 fundamental message.

Either a key creative insight is had in the writing process, or something happens within the design stages which makes us go back and amend the narrative. The book guides us through Johnson’s five key steps in the branding process (Investigation, Strategy and Narrative, Design, Implementation, and Engagement). The Observer’s Robert McCrum described it as ‘probably the best thing on its subject — and even a book for civilians, too’.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. Don't be put off by the 310pp tome; it's an easy read with plenty of examples and, as you'd expect from Michael Johnson, an engaging layout. This study examines France's determination to remain unaffected as the world economy threatens the French way of doing business.

A poor condition book can still make a good reading copy but is generally not collectible unless the item is very scarce. Johnson quotes Jane Wentworth who explains that “Branding is like film production; it’s all about bringing everything together with a purpose, knowing what you want to say, having a sense of the story, and finding an original and compelling way to get it across. The chapters in this volume address a variety of issues surrounding quotation, such as whether it is a pragmatic or semantic phenomenon, what varieties of quotation exist, and what speech acts are involved in quoting. That identified the recurring issues I faced as a designer, splitting them up into 19 different types and supplying the answer.You will not find hands-on exercises that help you understand technique better or plethoras of practical tips. 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. 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. I'd recommend this to anyone who wants a demystified, b******t-free guide to branding that traverses the strategic and the visual brilliantly. This is more of an broad, well-rounded, beautifully designed exploration of the process of branding.

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. uk, and read more of my thoughts on the johnson banks thought for the week - our design blog which often gets hundreds of thousands of hits. 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. 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.Michael Johnson – I added the ‘half-step’ in my first synopsis as a kind of ‘added extra’, but the team at Thames Hudson found this idea very intriguing. 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. The content is very easy to digest and applies the theory through eye-opening case studies, which allows one to properly reflect on the take aways of this book. Doubts have been cast over the authenticity of the diary so the editors have produced this edition for the reader to decide for themselves. Branding: In Five and a Half Steps , by Michael Johnson of Johnson Banks, is a step-by-step, visual guide for successful branding.



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