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Visual Hammer (English Edition)
 
 

Visual Hammer (English Edition) [Kindle Edition]

Laura Ries , Al Ries
5.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)

Kindle-Preis: EUR 4,11 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet



Produktbeschreibungen

Kurzbeschreibung

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%.

Before the duck, Aflac had a name recognition of 12%. Today, it’s 94%. (The duck is the hammer and the “quack” is the verbal nail. It’s the integration of the two that makes the brand memorable.)

Color often plays a role in creating memorable visual hammers. Tiffany’s blue box, the Masters green jacket, Nexium’s purple pill, Christian Louboutin’s red soles.

So can the product itself. The watchband of a Rolex, the grille of a Rolls-Royce, the Absolut bottle, the Stella Artois glass, the polo player on a Ralph Lauren shirt.

Symbols can act as hammers to visualize “invisible” products. Travelers’ red umbrella, Wells Fargo’s stagecoach, Geico’s gecko.

Company founders can also act as hammers. Colonel Sanders, Papa John, Frank Perdue, Orville Redenbacher, Paul Newman.

In spite of these and many other examples, why do so many marketing people work exclusively with words when the real power is with visuals? Well, words are important, too. The objective of a marketing program is to "own a word in the mind.” Therefore it’s important to find the right word as well as the right visual.

The interplay between pictures and words is like a hammer and a nail. If the objective is to nail two pieces of wood together, why fool around with a hammer? Why not just put the wood together with a nail?

That's the problem of marketing. Your most useful tool is a visual hammer, but the nail comes first. Unless you pick the right nail, all the creative hammers in the world are not going to help very much.

Visual Hammer is a book that will help you nail your brand into consumers’ minds.

Produktinformation

  • Format: Kindle Edition
  • Dateigröße: 1765 KB
  • Seitenzahl der Print-Ausgabe: 161 Seiten
  • Verlag: Laura Ries (26. März 2012)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B007P56MK0
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen  Alle Rezensionen anzeigen (1 Kundenrezension)
  • Amazon Bestseller-Rang: #133.316 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

  •  Ist der Verkauf dieses Produkts für Sie nicht akzeptabel?

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5.0 von 5 Sternen
5.0 von 5 Sternen
Die hilfreichsten Kundenrezensionen
Format:Kindle Edition|Verifizierter Kauf
A rounded up education on how to create a lasting impression.
I recommend this book to those who want to better their appearance in the public's mind through visual branding.
War diese Rezension für Sie hilfreich?
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com: 4.1 von 5 Sternen  17 Rezensionen
4 von 5 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Laura Ries has found a new angle on the old idea of Positioning 6. Mai 2012
Von Gregory A. Gum - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Verifizierter Kauf
Laura Ries, of Ries & Ries Consulting (Ries.com) has found a new angle on the old idea of Positioning: it's great to have a strategic marketing position, but how do you hammer that position into the mind? It doesn't get there by itself, she says, it gets there by banging it in with a Visual Hammer.

Visual Hammer? I have to admit that at first I didn't get it. I had read an article on the subject and it seemed an interesting idea, but it didn't really hit home. Then I read the book; it's an easy read with lots of examples like the original "Positioning: The Battle for Your Mind" (by Al Reis & Jack Trout) which bring the pages to life. And after I read it, I got it.

Now, when I look at a palm tree outside my house, I don't see a tree; I see a Visual Hammer telling me I am living in a tropical paradise. When I see the Shelby stripes on my Mustang, I see a Visual Hammer telling everyone I am driving a snappy race car and the comments I get prove it. Those stripes created one of the most popular and recognizable sports car in the world, so having a Visual Hammer is not just a good idea, it's damn near the whole show.

Highly recommended.

(As a technical note, you can read this book even if you don't have a Kindle: just download the Kindle for PC (free) from Amazon and you can download and read any Amazon Kindle book on your PC.)

Greg Gum
CEO JetCRM.com
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen For anyone who has a business 17. Mai 2013
Von CA reviews - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Verifizierter Kauf
The book is a real eye-opener and is a must-read for anyone trying to build a business, no matter what the size. It has example after example of how businesses present themselves and breaks down the presentation process into two easy to understand elements--the hammer and the nail. For those thinking this is a gimmick, it is not, it is a way to present critical information so that you understand and can build your business' reputation and marketing concept. The examples illustrate the author's concept and give you a number of true "a-ha" moments.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Great 24. Januar 2013
Von Edgar - Veröffentlicht auf Amazon.com
Format:Kindle Edition
Very interesting, loved it the way it describes the visual hammers and how they have succeded along time I recomend it a lot
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The Missing Link to Positioning 10. November 2012
Von Jason Bedunah - Veröffentlicht auf Amazon.com
Format:Kindle Edition|Verifizierter Kauf
I'm only part way through the book but it's already helped me understand Positioning better. I really feel like the Visual Hammer concept provides an important "almost missing" piece to the Positioning concept (see Positioning: The Battle for Your Mind).

There are TONS of examples and that always makes it easier to grasp and see how it works in actual practice. My mind is already racing with ideas to apply this to a few projects I'm working on.

Love her blog, too!

Jason Bedunah
2 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Powerful visual advice 29. Mai 2012
Von Stephen Woessner - Veröffentlicht auf Amazon.com
Format:Kindle Edition
Great book packed full of visual examples that illustrate the Visual Hammer concept. Laura does an excellent job of providing readers with tangible recommendations of how to avoid the common pitfalls and missed oppportunities of branding. There were several "ah-ha" moments as I read this book. For example, before reading this book, I confess, had never given much thought to the visual and verbal connections....and now after reading Laura's book...I see and understand the interdependency of their relationship...and how indepensible they are to one another. To top it all off, Laura's writing style is fun, engaging, and she does not shy away from illustrating the missed opportunities of some well known brands...which is a wonderful way of reinforcing her message. Must read...absolutely relevant. Powerful visual advice.
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