When my dad, Al Ries, wrote "Positioning: The Battle for Your Mind" in 1981, he overlooked one important idea. The visual. Positioning is a totally verbal concept. You build a brand by owning a word in the mind. Yet the best way into a mind is not with words at all. The best way into a mind is with visuals. But not any visual. You need a "visual hammer" that hammers a verbal nail. The Marlboro cowboy. Coca-Cola's contour bottle. Corona's lime. The cowboy hammers "masculinity." The contour bottle hammers ...
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When my dad, Al Ries, wrote "Positioning: The Battle for Your Mind" in 1981, he overlooked one important idea. The visual. Positioning is a totally verbal concept. You build a brand by owning a word in the mind. Yet the best way into a mind is not with words at all. The best way into a mind is with visuals. But not any visual. You need a "visual hammer" that hammers a verbal nail. The Marlboro cowboy. Coca-Cola's contour bottle. Corona's lime. The cowboy hammers "masculinity." The contour bottle hammers "authenticity." The lime hammers "genuine Mexican beer." A trademark is not a visual hammer. Almost every brand has a trademark, but fewer than one out of a hundred brands have a visual hammer. A trademark is a rebus which communicates nothing except the name of the brand. A visual hammer, on the other hand, communicates the essence of the brand. Visual Hammer is the first book to document the superiority of the "hammer and nail" approach to branding. Some examples. The pink ribbon that made Susan G. Komen for the Cure the largest nonprofit foundation to fight breast cancer. The Aflac duck that increased Aflac's name recognition from 12 percent to 94 percent. The green jacket which made the Masters the most-prestigious golf tournament. The polo player which made Ralph Lauren the largest-selling high-end clothing brand. The bottle which made Absolut the largest-selling high-end vodka. The watchband which made Rolex the largest-selling luxury watch. The red soles which made Christian Louboutin the leading luxury-shoe brand. The chalice which made Stella Artois the fifth largest-selling imported beer. Colonel Sanders who made KFC the world's largest chicken chain. Why are marketing plans usually nothing but words when the best way into a mind is with the emotional power of a visual? After reading Visual Hammer, you might want to tear up your current marketing plan and start fresh.
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Add this copy of Visual Hammer: Nail Your Brand Into the Mind With the to cart. $3.99, fair condition, Sold by Goodwill of Orange County rated 5.0 out of 5 stars, ships from Santa Ana, CA, UNITED STATES, published 2015 by Ries & Ries.
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Very Good. Paperback A well-cared-for item that has seen limited use but remains in better than average cosmetic condition. The item is complete, and without major damage. It may have limited signs of use. Packed with care, shipped promptly.
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Fine. Trade paperback (US). Glued binding. 164 p. In Stock. 100% Money Back Guarantee. Brand New, Perfect Condition, allow 4-14 business days for standard shipping. To Alaska, Hawaii, U.S. protectorate, P.O. box, and APO/FPO addresses allow 4-28 business days for Standard shipping. No expedited shipping. All orders placed with expedited shipping will be cancelled. Over 3, 000, 000 happy customers.
Add this copy of Visual Hammer: Nail your brand into the mind with the to cart. $11.00, new condition, Sold by GreatBookPrices rated 4.0 out of 5 stars, ships from Columbia, MD, UNITED STATES, published 2015 by Ries & Ries.
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New. Trade paperback (US). Glued binding. 164 p. In Stock. 100% Money Back Guarantee. Brand New, Perfect Condition, allow 4-14 business days for standard shipping. To Alaska, Hawaii, U.S. protectorate, P.O. box, and APO/FPO addresses allow 4-28 business days for Standard shipping. No expedited shipping. All orders placed with expedited shipping will be cancelled. Over 3, 000, 000 happy customers.
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