The blurred lines of branding

When we first started to take on major branding projects at johnson banks, clients would ask to see our 'process'. So we dutifully wrote down what we thought this process should be. And, bar a few tweaks, those initial steps of research, strategy, design and implementation still hold today.

But more recently, I've made two additions to those four core stages. After the implementation stage, the manner in which you embed a project (or reboot it) has become increasingly important.

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Michael has put his two decades of hands-on experience into his new book, Branding: In Five And A Half Steps (Thames and Hudson), which is out now in both the UK and US.