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This book is a fascinating journey into the world of branding, which subtly shapes our daily lives: from the choice of coffee and clothes to trust in companies, media and cultural institutions. The author explains how brands are born — from initial research and strategic decisions to design, implementation, and subsequent renewal.
Michael Johnson's book "Branding in Five and a Half Steps" consistently takes the reader through all the stages of creating a brand: analyzing the market and audience, creating a narrative and identity, finding a visual language, and building a system that can live and grow in the real world. Special attention is paid to the complex interplay between strategy and design — two sides of branding that rarely come together in the same process.
The book will help to see branding not as a set of logos or advertising campaigns, but as a system of ideas, meanings and experiences that define the way we perceive the world.
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