MARC Record from marc_openlibraries_sanfranciscopubliclibrary

LEADER: 02868cam a2200493 i 4500
001 ocn961874173
003 OCoLC
005 20170823083244.0
008 160120s2016 nyua b 001 0 eng d
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035 $a(OCoLC)961874173$z(OCoLC)940361910$z(OCoLC)943645274
037 $bW W Norton & Co Inc, Keystone Industrial Park Attn Mike Charnogursky 800 Keystone Industrial Park, Scranton, PA, USA, 18512$nSAN 202-5795
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050 00 $aHF5415.1255$b.J65 2016
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092 $a658.827$bJ6356b
100 1 $aJohnson, Michael,$d1964-$eauthor.
245 10 $aBranding :$bin five and a half steps /$cMichael Johnson.
264 1 $aNew York, New York :$bThames & Hudson,$c2016.
300 $a320 pages :$billustrations (chiefly color) ;$c26 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 310-315) and index.
505 0 $aInvestigate -- Strategy and narrative -- Bridging the gap -- Design -- Implement -- Engage or revive.
520 8 $aIn 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.
650 0 $aBranding (Marketing)
650 0 $aBrand name products.
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938 $aBaker and Taylor$bBTCP$nBK0018419251
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