Johnson's: Branding in five and a half steps (step 1 + 2)

What is the name of the 5,5 steps?

• Empathy, Define, Ideate, Prototype, Test

• Discover, Interpretation, Ideation, Experimentation, Evolution

• Understand, Diverge, Decide, Prototype, Validate

• Investigate, Strategy & Narrative, Bridging the Gab, Design, Implement, Engage or Revive

• Plan, Research, Design, Adapt, Measure

What are the characteristics of the first two steps?

• Known for being owned by those prickly, unpredictable creative types wearing difficult classes

• Known for strategists and planners (sometimes cruelly called "suits" in the advertising business)

• The bit in the middle when one side tries to talk to the other

What are the characteristics of the middle step?

• Known for being owned by those prickly, unpredictable creative types wearing difficult classes

• Known for strategists and planners (sometimes cruelly called "suits" in the advertising business)

• The bit in the middle when one side tries to talk to the other

What are the characteristics of the middle step?

• Known for being owned by those prickly, unpredictable creative types wearing difficult classes

• Known for strategists and planners (sometimes cruelly called "suits" in the advertising business)

• The bit in the middle when one side tries to talk to the other

Which company became one of the first companies in the world to register a trademark (a detail in "A Bar at the Folies Bergére")?

What is "corporate identity"?

• The manner/personality in which a corporation, firm or business enterprise presents itself to the public.

• The symbols, logos and basic application in which a corporation, firm or business enterprise presents itself to the public.

• That is only colors, images and typefaces

Who was the first countries to registre trademarks?

• UK, USA and Germany?

• UK, Denmark and Norway?

• USA, UK and Denmark?

• India, China and Parkistan?

Which mythical figure is presented at page 20 in the book?

• Superman

• Odin

• Sinterklaas

• Father Christmas

• Santa

Should you have your speculations if a branding consultant in just 20 mins could rebrand your business? Why?

What is the first step to finding a branding / rebranding identity?

• Design + prototyping

• Research

• Investigation

• Test, test and test?