Visual Hammer - Laura Ries
Visual Hammer - Laura Ries When my dad, Al Ries, wrote “Positioning: The Battle for Your Mind” in 1981, he overlooked one important idea. Positioning is a totally verbal concept. The visual. Yet the…
Specifikacia Visual Hammer - Laura Ries
Visual Hammer - Laura Ries
When my dad, Al Ries, wrote “Positioning: The Battle for Your Mind” in 1981, he overlooked one important idea. Positioning is a totally verbal concept. The visual.
Yet the best way into a mind is not with words at all. You build a brand by owning a word in the mind. 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
Visual Hammer - Laura Ries
Positioning - Ries Al
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