Brand With a Visual Hammer!

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Information about Brand With a Visual Hammer!

Published on March 13, 2014

Author: Vocus



Watch the full webinar replay:

Your prospects get blasted with blog posts, tweets and text-heavy emails every hour of the day. Creating brand associations with words is almost impossible.

But what if you didn’t rely on words alone?

Author and renowned branding strategist Laura Ries delivers a timely Vocus webinar on how a “visual hammer” drives a brand into customer minds. She’ll use timeless campaigns like Nike’s swoosh, Coca-Cola’s contoured bottle and Apple’s white apple.

Watch the full webinar replay, located here ( to learn how to:

-Find your hammer using a narrow focus and 10 starting points.
-Subconsciously communicate an emotionally powerful brand message.
-Increase sales by owning a word in your target audience’s mind.

Don’t miss an opportunity to nail your brand marketing. Register now!

About the Speaker:

Laura Ries is president of Ries & Ries, a marketing consultancy that has helped clients like Microsoft, Ford and Disney. Laura and her father, Al, have written five books together, including “The 22 Immutable Laws of Branding,” “The Fall of Advertising & the Rise of PR” and “War in the Boardroom.” Laura’s latest book is “Visual Hammer.” Laura frequently appears as a branding analyst on major news channels such as Fox News, CNBC, CNN and HLN.

Branding with a Visual Hammer With Laura Ries

Laura Ries President, Ries & Ries.

In 1981 Al Ries Jack Trout

Thirty-three years ago. 4

What is positioning? 5 It’s the opposite of communications.

Communications. 6 Receive r. Sender. Marketing messages.

Positioning is different. 7 You start with the receiver. Receive r. Sender.

You look for a open hole. 8 Receive r. Sender. ???

You structure your message. 9 To fill that open hole. Receive r. Sender. ???

An expensive watch? Rolex

An expensive cup of coffee? StarbucksRolex

Search? 12 Google StarbucksRolex

Energy drink? 13 Red BullGoogle StarbucksRolex

In marketing, you win or lose. 14 Inside the mind of the prospect. So how do you get inside a mind? The best way is with a single word or concept.

The problem with this approach. 15 Why should we focus on a single word when buyers want many other things in the products they purchase?

What do buyers want in a car? 16 Reliability. Good mileage. Good looks. Nice interiors. The right size. Drivability.

That’s what BMW tried to do. 17

That’s what BMW tried to do. “Our new BMW is a unique combination of luxury, performance and handling. And it’s amazingly easy on fuel.”

After more than a decade.

BMW was No. 11 in sales. 20 1. Volkswagen. 2. Capri. 3. Fiat. 4. Opel. 5. Volvo. 6. Audi. 7. Mercedes. 8. MG. 9. Porsche. 10. Triumph. 11. BMW. European imports in the American market.

The idea was too complicated. 21 BMW is a unique combination of luxury, performance and handling. And it’s amazingly easy on fuel.”

So what did BMW finally do? 22

So what did BMW finally do? 23 Reliability. Good mileage. Good looks. Nice interiors. The right size. Drivability.

Focused approach. 24 The ultimatedriving machine. World’s largest-selling luxury vehicle.

Worldwide sales. 25 BMW Mercedes Audi 1,092,4111,167,7001,222,800

Same slogan 37 years in a row. “The ultimate driving machine.”

The halo effect. 27 If you can own one attribute, the prospect is inclined to give you many others.

Compare Chevrolet with BMW. 28 The ultimate driving machine. Find new roads.

Why did you buy a BMW? “Because it’s fun to drive.”

Why did you buy a Chevrolet? “I wanted to find new roads.”

Positioning is difficult today. It doesn’t work the way it used to. Too many things compete for the consumer’s attention.

Too much marketing noise.

Positioning is totally verbal. 33

Words are no longer enough. 34 Red BullGoogle StarbucksRolex

The best way into a mind. Is not with words at all. It’s with visuals.

But not any visual. 36 You need a Visual Hammer

The cowboy is a visual hammer. 37

38 That hammers a verbal nail.

That hammers a verbal nail. 39 The masculine cigarette.

Leading brands were “unisex.”

It’s the combination of the two. First masculine cigarette. Visual hammer. Verbal nail. That made Marlboro successful.

World’s most valuable brand. 42 Worth $71.5 billion.

Coca-Cola’s verbal nail. 43 The real thing.

Coca-Cola’s visual hammer. A powerful combination.

Reinforced on cans and cups.

A trademark is not a hammer. Old. New.

What does the Pepsi mark say? 47 Pepsi’s new smiley-face trademark says “Pepsi.”

What does the contour bottle say? “I’m the original, the authentic cola, the real thing.”

Left brain: Verbals. Right brain: Visuals. You have two brains.

Left brain: Verbals. Right brain: Visuals. A spoken word. Can be understood almost instantly in the left brain.

A visual image. Can be perceived almost instantly in the right brain. Left brain: Verbals. Right brain: Visuals.

Right brain has another function. Left brain: Verbals. Right brain: Visuals. It’s also the site of your emotions.

Visuals are emotional. Baby. Left brain: Verbals. Right brain: Visuals.

Why are visuals so powerful? 54 Ugly woman.

Because they dominate words. 55 Ugly woman. “They put the wrong caption on the picture.” Not, the wrong picture on the caption.

Question: How could a cheap, working-class beer become one of the 100 most-valuable brands in the world?

With a lime.

The lime is a visual hammer. That communicates the authenticity of the brand, a genuine Mexican beer.

No.1 imported brand in America. 17 years in a row.

The lime is the ad campaign. 60 Sandba r

Ten ways to create a hammer. 61 Shape. Color. Product.Package.Action. Founder.Symbol. Star. Animal. Heritage.

1. Shape. 62 TARGET

The verbal nail. 63 “Cheap chic.” TARGET

The visual hammer on stores.

Shopping bags.

66 Advertising.

Just about everything. 67

More profitable than Walmart. 68 3.5 percent.4.3 percent. Net profit margins, last 10 years.

Fidelity Investments. 69

“Follow the green line.” 70

2. Color. 71 The Golden Arches.

World’s largest fast-food chain. 72 The Golden Arches.

It’s hard to miss a McDonald’s. 73

With the Golden Arches. 74

Easy to miss a Burger King. 75

The green jacket. 76 The Masters.

Tiffany’s blue boxes. 77

Pink fiberglass insulation. 78

Owens Corning has 50 percent. 79

The brown trucks of UPS. 80 What can Brown do for you?

The pink ribbon. Susan G. Komen for the Cure.

Pink Visa cards. 82

Best-selling Australian wine.

The visual hammer.

Christian Louboutin. A French designer who regularly tops The Luxury Institute's index of "most prestigious women's shoes."

What made Louboutin famous? Red-sole shoes.

A great PR vehicle. USA Today, December 26,

The white ear buds of an iPod. 88

No color is better than many. 89 Attractive.Memorable.

3. Product. 90

Rolex’s visual hammer. 91 Its unique watchband.

The verbal nail. 92 Prestige .

Everybody copied Rolex. 93

It doesn’t matter. 94 Rolex was first. The other brands look like “imitation” Rolexes.

Geox could have said: “The healthiest, most comfortable shoes you can wear.”

“The shoe that breathes.” Annual sales: More than $1 billion.

A Prius looks like a hybrid.

A Honda Civic hybrid. 98 Looks just like a Honda Civic.

One automobile expert said: 99 “They don’t want a hybrid.” “They want a car that looks like a hybrid.”

Prius is the largest-selling hybrid. 100

Hershey’s kisses. 101 Fifth most-popular chocolate candy.

4. Package.

Wonderful publicity. Newsweek, August 7, 2006.

Wonderful poster. 104

The Absolut bottle.

Fifth best-selling U.S. liquor. (1) (2) (3) (4) (5)

A great visual hammer. 107

A chalice, not a glass. 108

Thanks to its visual hammer. 109 Eighth largest-selling imported beer. Ahead of Beck’s, Foster’s Amstel Light.

First large-size iced-tea cans. 110

Arizona is now the leader. 111 40 percent market share compared with 32 percent for Lipton.

The first energy drink. 112

The visual hammer. 113 8.3-oz. can. Symbolic of an energy drink.

Everybody tried to be better. 114 In 8.3-oz. cans.

115 In 8.3-oz. cans. Except Monster. 16-oz. cans.

Monster is a strong No. 2. 116 43% 35% 12% 4% 4% 2%

Monster’s visual hammer. 117 The claw marks.

“Monster Jam.” 118

The leading panty-hose brand. 119 Hanes.

Instead, they called it “L’eggs.” 120 L’eggs.Hanes.

Supermarket L’eggs display. 121

122 Now, the largest-selling brand. In all distribution outlets.

123 Current packaging.

5. Action. 124

“Slowest ketchup in the West.” 125

126 What built the Dove brand? Today, it’s the No.1 bar soap in America with a 24 percent market share.

The verbal nail. 127 “1/4 moisturizing lotion.”

Dove’s visual hammer. 128 Moisturizin g cream.

What built Tempur-Pedic brand? 129

Not a verbal approach. 130

The wine-glass television spot. 131 Jumping up and down doesn’t spill the wine.

With a competitive mattress. 132 The wine glass promptly falls over.

Dr. Best, a German toothbrush. 133 2012: 40 percent. 1988: 5 percent.

Ordinary toothbrush. 134

Press hard. 135

Dr. Best flexible toothbrush. You can press hard without piercing the tomato.

6. Founder. 137

World’s largest chicken chain. 138

KFC’s visual hammer. Colonel Sanders.

KFC in Beijing. No.1 in China with 3,800 units in 800 cities.

The verbal nail. 141 Better ingredients. Better pizza.

142 The visual hammer. Papa John.

Revenues per unit last year. 143 Papa John’s . . . . $748,000 Pizza Hut . . . . . . $727,000 Domino’s . . . . . . $700,000 Little Caesars . . . $427,000

144 Look what Nike has accomplished with a streamlined checkmark. 7. Symbol.

The Nike Swoosh. 145 A powerful visual hammer.

A free hammer. 146 When your brand is first in a new category like Nike athletic shoes, almost any visual can be a strong hammer.

Another free hammer. 147 Symbolizes “prestige.”

Simpler is better. 148

Android has taken off. Newsweek, October 11, 2010.

Outsells the iPhone. 150

151 2002: $91 million revenues. 2013: $1.33 billion. The hammer for Red Hat Linux.

8. Star. 152

Seven years with Accenture. “We know what it takes to be a Tiger.”

In seven years of Tiger Woods. 154 Accenture’s revenues increased 72 percent. IBM’s revenues increased just 12 percent.

Progressive’s Flo.

E-Trade TV commercials. 156

Feature babies. 157 “So easy, even a baby can do it.”

9. Animal. 158

Tweeting around the world. 159 645 million registered accounts.

Follow me @lauraries

Gorilla glue. The toughest glue on Planet Earth.

Tiger was replaced by animals. 162

Frogs. 163

Chameleons. 164

Fish. 165


Polar bears.

A better direction. Focus on one animal. My choice: The elephant.

The verbal nail. 169 Who says you can’t be big and nimble?

Accenture is a big company. 170 Serving big companies.

An insurance company. AflacAfter 45 years of operation, Aflac had a name recognition of 12 percent.

In year 2000, they added a duck. Today, 13 years later, their name recognition is 94 percent. Aflac

Aflac became the category leader. 173 Sales went up 29 percent the first year. 28 percent the next year. And 18 percent the third year. Aflac

What’s the verbal nail? Aflac!

Geico visual hammer.

The verbal nail. 176 15 minutes could save you 15 percent or more on car insurance.

A good brand. 177

A much-better brand. 178 Sales last year: $6.9 billion.

10. Heritage. 179

Our most successful big bank. 180

The smallest of the Big Four. 181 Citigroup . . . . . . . $1,149.5 billion Bank of America . . . $994.5 billion JPMorgan Chase . . $883.7 billion Wells Fargo . . . . . . $567.3 billion Revenues, last 10 years.

But the most profitable. 182 Wells Fargo . . . . . . . 15.2 percent JPMorgan Chase . . . 11.9 percent Bank of America . . . . 9.7 percent Citigroup . . . . . . . . . . 8.0 percent Net profit margins, last 10 years.

Wells Fargo in Roswell. 183

We live in a world of words. 184 Our marketing books are mostly words. Our marketing plans are mostly words.

Our meetings are mostly words. 185

Yet the best way into the mind. 186 Is with a visual. But not any visual.

You need a visual hammer. 187 To drive your verbal nail.

“The authentic Mexican beer.” 188

“Monster-sized energy.” 189

“The shoe that breathes.” 190

“The masculine cigarette.” 191

“The real thing.” 192


Thanks for attending! #VocusWebinar @vocus

The Vocus Family About Vocus Vocus is a leading provider of cloud marketing software that helps businesses reach and influence buyers across social networks, online and through media. Vocus provides an integrated suite that combines social marketing, search marketing, email marketing and publicity into a comprehensive solution to help businesses attract, engage and retain customers. Vocus software is used by more than 120,000 organizations worldwide and is available in seven languages. Vocus is based in Beltsville, MD with offices in North America, Europe and Asia. For further information, please visit or call (800) 345-5572 PR Suite | Marketing Suite Online News Releases Publicity Facebook Apps Email Marketing @Vocus @PRWeb @Helpareporter @NorthSocial @iContact

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