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 fewer than one.
Visual Hammer: Nail your brand into the mind with the emotional power of a visual pdf
Visual Hammer: Nail your brand into the mind with the emotional power of a visual ebook pdf epub mobi
Visual Hammer: Nail your brand into the mind with the emotional power of a visual for free
Visual Hammer: Nail your brand into the mind with the emotional power of a visual reviews
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.