Visual Hammer Audiobook By Laura Ries cover art

Visual Hammer

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

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Visual Hammer

By: Laura Ries
Narrated by: Virtual Voice
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About this listen

 Drive Your Brand into the Mind with Emotion, Memoribility and Distictiveness

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 few have a visual hammer.

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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