{"product_id":"9780984937066","title":"Visual Hammer: Nail your brand into the mind with the emotional power of a visual","description":"When my dad, Al Ries, wrote \"Positioning: The Battle for Your Mind\" in 1981, he overlooked one important idea. The visual.\u003cp\u003ePositioning is a totally verbal concept. You build a brand by owning a word in the mind.\u003c\/p\u003e\u003cp\u003eYet the best way into a mind is not with words at all. The best way into a mind is with visuals.\u003c\/p\u003e\u003cp\u003eBut not any visual. You need a \"visual hammer\" that hammers a verbal nail. The Marlboro cowboy. Coca-Cola's contour bottle. Corona's lime.\u003c\/p\u003e\u003cp\u003eThe cowboy hammers \"masculinity.\" The contour bottle hammers \"authenticity.\" The lime hammers \"genuine Mexican beer.\"\u003c\/p\u003e\u003cp\u003eA 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. \u003c\/p\u003e\u003cp\u003eA visual hammer, on the other hand, communicates the essence of the brand. \u003c\/p\u003e\u003cp\u003eVisual Hammer is the first book to document the superiority of the \"hammer and nail\" approach to branding. Some examples.\u003c\/p\u003e\u003cp\u003eThe pink ribbon that made Susan G. Komen for the Cure the largest nonprofit foundation to fight breast cancer.\u003c\/p\u003e\u003cp\u003eThe Aflac duck that increased Aflac's name recognition from 12 percent to 94 percent.\u003c\/p\u003e\u003cp\u003eThe green jacket which made the Masters the most-prestigious golf tournament.\u003c\/p\u003e\u003cp\u003eThe polo player which made Ralph Lauren the largest-selling high-end clothing brand.\u003c\/p\u003e\u003cp\u003eThe bottle which made Absolut the largest-selling high-end vodka.\u003c\/p\u003e\u003cp\u003eThe watchband which made Rolex the largest-selling luxury watch.\u003c\/p\u003e\u003cp\u003eThe red soles which made Christian Louboutin the leading luxury-shoe brand.\u003c\/p\u003e\u003cp\u003eThe chalice which made Stella Artois the fifth largest-selling imported beer.\u003c\/p\u003e\u003cp\u003eColonel Sanders who made KFC the world's largest chicken chain.\u003c\/p\u003e\u003cp\u003eWhy are marketing plans usually nothing but words when the best way into a mind is with the emotional power of a visual?\u003c\/p\u003e\u003cp\u003eAfter reading Visual Hammer, you might want to tear up your current marketing plan and start fresh.\u003c\/p\u003e","brand":"Ries \u0026 Ries","offers":[{"title":"Default Title","offer_id":47035795079408,"sku":"9780984937066","price":9.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780984937066_p0.jpg?v=1764107488","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780984937066","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}