Visual Hammer
Nail your brand into the mind with the emotional power of a visual
Auteurs
Paramètres
- 162pages
- 6 heures de lecture
En savoir plus sur le livre
When my dad, Al Ries, wrote Positioning: The Battle for Your Mind in 1981, he overlooked a crucial element: the visual. Positioning is a verbal concept focused on owning a word in the consumer's mind, but visuals can be even more effective. A "visual hammer" is essential for driving a verbal nail into the mind. Examples include the Marlboro cowboy, Coca-Cola's contour bottle, and Corona's lime, each representing key brand attributes like masculinity, authenticity, and genuine Mexican beer. While trademarks are common, they often fail to convey brand essence; a visual hammer does just that. This book documents the effectiveness of the "hammer and nail" approach to branding. Notable instances include the pink ribbon that propelled Susan G. Komen for the Cure, the Aflac duck that boosted brand recognition from 12% to 94%, and the green jacket that established the Masters as a premier golf event. Other examples include the polo player for Ralph Lauren, Absolut's iconic bottle, Rolex's watchband, and Christian Louboutin's red soles. The emotional impact of visuals raises the question: why are marketing plans often solely verbal? After reading this book, you may feel inspired to revamp your marketing strategy entirely.
Achat du livre
Visual Hammer, Al Ries, Laura Ries
- Langue
- Année de publication
- 2015
- Reliure
- (souple)
Modes de paiement
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- Titre
- Visual Hammer
- Sous-titre
- Nail your brand into the mind with the emotional power of a visual
- Langue
- Anglais
- Auteurs
- Al Ries, Laura Ries
- Éditeur
- Ries & Ries
- Publié
- 2015
- Format
- souple
- Pages
- 162
- ISBN10
- 0984937064
- ISBN13
- 9780984937066
- Séries
- Mots clés
- Commerce
- Description
- When my dad, Al Ries, wrote Positioning: The Battle for Your Mind in 1981, he overlooked a crucial element: the visual. Positioning is a verbal concept focused on owning a word in the consumer's mind, but visuals can be even more effective. A "visual hammer" is essential for driving a verbal nail into the mind. Examples include the Marlboro cowboy, Coca-Cola's contour bottle, and Corona's lime, each representing key brand attributes like masculinity, authenticity, and genuine Mexican beer. While trademarks are common, they often fail to convey brand essence; a visual hammer does just that. This book documents the effectiveness of the "hammer and nail" approach to branding. Notable instances include the pink ribbon that propelled Susan G. Komen for the Cure, the Aflac duck that boosted brand recognition from 12% to 94%, and the green jacket that established the Masters as a premier golf event. Other examples include the polo player for Ralph Lauren, Absolut's iconic bottle, Rolex's watchband, and Christian Louboutin's red soles. The emotional impact of visuals raises the question: why are marketing plans often solely verbal? After reading this book, you may feel inspired to revamp your marketing strategy entirely.