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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Spese di spedizione:
EUR 2,47
In U.S.A.
Descrizione libro Condizione: New. Codice articolo 23816494-n
Descrizione libro Condizione: New. Book is in NEW condition. Codice articolo 0984937064-2-1
Descrizione libro Condizione: New. New! This book is in the same immaculate condition as when it was published. Codice articolo 353-0984937064-new
Descrizione libro Paperback or Softback. Condizione: New. Visual Hammer: Nail Your Brand Into the Mind with the Emotional Power of a Visual 0.5. Book. Codice articolo BBS-9780984937066
Descrizione libro Paperback. Condizione: New. Brand New! This item is printed on demand. Codice articolo 0984937064
Descrizione libro Condizione: New. Print on Demand. Codice articolo I-9780984937066
Descrizione libro Paperback. Condizione: new. New. Fast Shipping and good customer service. Codice articolo Holz_New_0984937064
Descrizione libro Paperback / softback. Condizione: New. This item is printed on demand. New copy - Usually dispatched within 5-9 working days. Codice articolo C9780984937066
Descrizione libro Paperback. Condizione: new. Buy for Great customer experience. Codice articolo GoldenDragon0984937064
Descrizione libro Paperback. Condizione: new. New Copy. Customer Service Guaranteed. Codice articolo think0984937064