BRANDING

In 'Branding', Johnson strips the most famous, everyday brands down to their basic components, enabling us to understand why we sele ct one product or service over another and allowing us to comprehend how seemingly subtle influences can affect our key life decisio ns.The first part of the book shows how the birth of a brand begins not with finding a solution but rather with identifying key ques tions: what does the brand mean? What does it want to be? The second half focuses on the design and implementation of the brand. Ste p 2.5, J...[Read more]