TY  - BOOK
AU  - Johnson,Michael
TI  - Branding: in five and a half steps 
SN  - 9780500518960
AV  - HF5415 .joh 2016
U1  - 658.8/27 23
PY  - 2016///
CY  - New York, New York
PB  - Thames & Hudson
KW  - Branding (Marketing)
KW  - Brand name products
KW  - fast
KW  - Werbung
KW  - gnd
KW  - Marke
KW  - Gebrauchsgrafik
KW  - Werbegraphik
N1  - Includes bibliographical references (pages 310-315) and index; Investigate -- Strategy and narrative -- Bridging the gap -- Design -- Implement -- Engage or revive
N2  - 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
ER  -