Branding in 5 and a half steps by Michael Johnson – To understand the branding process
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”. The book guides us through Johnson’s five key steps in the branding process (Investigation, Strategy and Narrative, Design, Implementation, and Engagement). Johnson also emphasizes the importance to bridge the gap between strategy and design (thus the « half step » in the book title). Packed with examples, case studies and pragmatic, this book is a for anyone interested in mastering the branding process. From insight to go-to-market.