{"product_id":"visual-hammer","title":"Visual Hammer","description":"When my dad, Al Ries, wrote \"Positioning: The Battle for Your Mind\" in 1981, he overlooked one important idea. The visual. \u003cp\u003e Positioning is a totally verbal concept. You build a brand by owning a word in the mind. \u003c\/p\u003e\u003cp\u003e Yet 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\u003e 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. \u003c\/p\u003e\u003cp\u003e The cowboy hammers \"masculinity.\" The contour bottle hammers \"authenticity.\" The lime hammers \"genuine Mexican beer.\" \u003c\/p\u003e\u003cp\u003e A 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\u003e A visual hammer, on the other hand, communicates the essence of the brand. \u003c\/p\u003e\u003cp\u003e Visual Hammer is the first book to document the superiority of the \"hammer and nail\" approach to branding. Some examples. \u003c\/p\u003e\u003cp\u003e The pink ribbon that made Susan G. Komen for the Cure the largest nonprofit foundation to fight breast cancer. \u003c\/p\u003e\u003cp\u003e The Aflac duck that increased Aflac's name recognition from 12 percent to 94 percent. \u003c\/p\u003e\u003cp\u003e The green jacket which made the Masters the most-prestigious golf tournament. \u003c\/p\u003e\u003cp\u003e The polo player which made Ralph Lauren the largest-selling high-end clothing brand. \u003c\/p\u003e\u003cp\u003e The bottle which made Absolut the largest-selling high-end vodka. \u003c\/p\u003e\u003cp\u003e The watchband which made Rolex the largest-selling luxury watch. \u003c\/p\u003e\u003cp\u003e The red soles which made Christian Louboutin the leading luxury-shoe brand. \u003c\/p\u003e\u003cp\u003e The chalice which made Stella Artois the fifth largest-selling imported beer. \u003c\/p\u003e\u003cp\u003e Colonel Sanders who made KFC the world's largest chicken chain. \u003c\/p\u003e\u003cp\u003e Why 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\u003e After reading Visual Hammer, you might want to tear up your current marketing plan and start fresh.\u003c\/p\u003e","brand":"None","offers":[{"title":"Couverture souple","offer_id":46499058483410,"sku":"9780984937066","price":12.95,"currency_code":"CAD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0655\/8980\/5233\/files\/1_a54df354-05af-4bcb-8cc4-c4425a733074.jpg?v=1762684626","url":"https:\/\/www.indigo.ca\/fr\/products\/visual-hammer","provider":"Indigo","version":"1.0","type":"link"}