Visual Hammer by Laura Ries, Al Ries
Requirements: .ePUB reader, 1.4 MB
Overview: For decades, marketing has been dominated by a verbal approach. Marketing plans, marketing slogans, marketing messages are all word-oriented with visuals used mostly for “decoration” purposes.
Visual Hammer is the first book to document the superiority of a visual approach to marketing. Some examples: The Marlboro cowboy, the Coca-Cola contour bottle, the Corona lime and many, many others.
But here’s the twist. A visual hammer is not enough. What a brand also needs is a verbal nail. “Masculinity” in the case of the Marlboro cowboy. “The real thing” in the case of Coke’s contour bottle, “Mexican beer” in the case of the Corona lime.
It’s the two working together, a verbal nail and a visual hammer, that can create a powerful brand.
Consider what the pink ribbon has done for Nancy Brinker. In 1982, Ms. Brinker started a foundation to fight breast cancer in memory of her sister, Susan G. Komen. Since then, the foundation has raised nearly $2 billion and is the world’s-largest non-profit source of money to combat breast cancer.
Then there’s Aflac, the company that brought us the duck. In 2000, the first year the duck was advertised, sales went up 29%. The second year, 28%. The third year, 18%.
Genre: Non-Fiction > General
Download Instructions:
http://corneey.com/wNlFoi
Mirror:
http://corneey.com/wNlFod
