"A true master is an eternal student." -Master Yi, League of Legends

I did not get a formal education in marketing and branding; I did Psychology and Philosophy instead. At this point in my life, if I could afford to go back to uni, I would. So, I turned to the ol' GPT. You know the one.

I said, "Chat, I want to be a MASTER Copywriter and Digital Marketing/Brand Consultant. Draft me up a curriculum so that I could teach myself The Way." I researched the books (thanks, Reddit). I heard the calls of the ones from Before (me). David Ogilvy. Eugene Schwartz. Claude C. Hopkins. Joanna Wiebe. Dan Kennedy. Ann Handley. Bob Bly. Austin Kleon. Michael Johnson. Marty Neumeier. Deb Gabor. Donald Miller.

And so the journey began on the shoulders of giants.

The most recent study on the curriculum was Branding in Five and a Half Steps by Michael Johnson, and this is what I learned:

• Johnson strips some of the world's most successful brands down to their basic components, which allows you to understand how their verbal and visual approaches affect our decisions.

  
  

• He shows how branding begins. It's not instant visual solutions, but through research, insight, and strategy, one can find the optimal place to start.

  
  

• Branding isn't a logo. The real weight of a brand is in the story underneath - the "why" that pulls everything together. It taught me that the best brands aren't just recognizable, they're relatable. They give people a story they want to be a part of.

  
  

• Clarity beats cleverness. One of Johnson's strongest points: People don't have time to decide. A messy message is a lost opportunity. I've always been drawn to playful, clever words, but this book reminded me that clarity is what earns trust. Once you've got that, THEN...you can layer on personality.

  
  

• Great brands live in people's heads (and hearts). The "half step" in this book was all about creating resonance; building an emotional connection through research and strategic thinking that makes your brand feel bigger than a product or service. It's why some brands become cultural touchstones while others fade into the background. That half step is really the ~*SaUCe*~.

  
  

• Process MATTERS! Investigation, strategy, design, implementation, and engagement. Branding feels messy sometimes, but this structure has kept my creative work grounded.

- Distinction > Differentiation. This was a subtle but powerful shift for me. Being distinct is about having something that makes your brand unmistakable, even in a crowded space. That one idea has me rethinking how I approach social media, design choices, and even client discovery.

Thanks Mr. Johnson!

Now, on to the next book...because a true master is always a student.