Visual Hammer: Nail your brand into the mind with the

Visual Hammer: Nail your brand into the mind with the emotional power of a visual

When my dad, Al Ries, wrote â€œPositioning: The Battle for Your Mindâ€ 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 â€œvisual hammerâ€ that hammers a verbal nail. The Marlboro cowboy. Coca-Colaâ€™s contour bottle. Coronaâ€™s lime.

The cowboy hammers â€œmasculinity.â€ The contour bottle hammers â€œauthenticity.â€ The lime hammers â€œgenuine Mexican beer.â€

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 â€œhammer and nailâ€ 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 Aflacâ€™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 worldâ€™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.

The first edition of Visual Hammer was an ebook, published on Kindle in 2012. This is the second edition which was released in Paperback on April 23, 2015.

Visual Hammer has also been translated into German, Chinese, Russian and Turkish.
Country USA
Manufacturer Laura Ries
Binding Kindle Edition
ReleaseDate 2012-03-26
Format Kindle eBook

Country	USA
Manufacturer	Laura Ries
Binding	Kindle Edition
ReleaseDate	2012-03-26
Format	Kindle eBook

Visual Hammer: Nail your brand into the mind with the emotional power of a visual

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