Published on March 13, 2014
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.
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.
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.
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
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
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