In the vibrant pages of "Branding: In Five and a Half Steps", author Michael Johnson unveils the captivating world of branding, its significance and the processes involved. He does so not as an abstract scholar perched in an ivory tower, but as a seasoned practitioner, sharing his accumulated wisdom from the trenches of the branding industry. Johnson, an undisputed wizard of branding, decodes the complex mechanics of successful brand building, demystifying it with a five and a half step formula. His narrative embraces the reader in a warm, humorous and encouraging tone, building an accessible bridge over the usually intimidating river of technical jargon and abstract concepts.
Now, imagine you're at a dinner party, and the branding process is the pièce de résistance. It's a many-layered lasagna, each stratum revealing a new flavor, a new technique, a new perspective. Johnson, in his witty and insightful style, takes you on a culinary journey through the lasagna, layer by layer, revealing the craftsmanship involved in preparing each portion. As you savour each bite, you begin to appreciate the complexity and the nuances, each element from the bechamel to the meat sauce, analogous to the elements of a brand.
In his book, Johnson posits the intriguing idea that branding is not merely a sales strategy, but an entity's soul. He anthropomorphizes brands, transforming them from soulless marketing ploys to living beings with personalities, values, and reputations. It's akin to considering each brand as an individual at the party, some charismatic and outgoing, others more subdued and refined. Now, which persona do you want your brand to embody?
As you delve deeper into the book, Johnson encourages you to examine your role as a brand creator or manager. Imagine you're the host of the party. How do you want your guests (your target audience) to perceive your soirée (your brand)? Are you hosting a boisterous bash or an elegant cocktail evening? He urges you to consider the ...