Visual Hammer

Nail your brand with the emotional power of a visual.

A lime. A cowboy. A duck. Three visual hammers that built Corona, Marlboro and Aflac into leading global brands. Does your brand have a visual hammer? If not, read this book.


Winning the battle for the mind with a slogan that kills.

NEW RELEASE! To turn an ordinary slogan into a powerful battlecry, there are five techniques you can use: Rhyme, alliteration, repetition, reversal and double-entendre. A diamond will live forever and so can a powerful battlecry.


The Battle for Your Mind

The book that revolutionized the field of marketing. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.

Voted the #1 marketing book of all time by readers of Advertising Age.

The 22 Immutable Laws of Branding

How to build a product or service into a world-class brand.

This book documents the 22 key principles of branding starting with “expansion” and “contraction” followed by “publicity” and “advertising.” Also included in this edition are the 11 immutable laws of Internet branding.


The future of your company depends on it.

BMW narrowed its focus to “driving” and became the world’s largest-selling luxury-vehicle brand. Most marketing programs are designed to expand brands when the real opportunity is just the opposite.

The Fall of Advertising

& The Rise of PR

For years, advertising had been the key weapon in marketing. Not today. Successful brands today are launched with PR. Advertising is best used after brands have already been built by PR.

The Origin of Brands

Discover the natural laws of product innovation.

Divergence, Charles Darwin’s theory, creates endless opportunities in marketing, too. The mainframe computer diverged into the desktop computer (Dell), the laptop computer (Compaq) and the tablet computer (iPad.)

War in the Boardroom

Why left-brain management and right-brain marketing don’t see eye-to-eye — and what to do about it.

Marketing people are usually right brainers, visual, intuitive, holistic. Management people are usually left brainers, verbal, logical, analytical. Understanding the difference can help you deal with management.

The 22 Immutable Laws of Marketing

Violate them at your own risk!

The classic laws of marketing starting with (1) Leadership. “It’s better to be first than it is to be better.” And (2) Category. “If you can’t be first, then set up a new category you can be first in.”

Marketing Warfare

The true nature of marketing today is not serving the customer. It is outwitting, outflanking, outfighting your competitors. Marketing is war where the competition is the enemy and the customer is the ground to be won.

Bottom-Up Marketing

Effective strategy is not developed in the boardroom. Like military generals, marketing leaders first need to go down to the front to find a tactic that will work and then develop that tactic into a marketing strategy.

Horse Sense

If you want to get ahead in business, think like a jockey. Find the best horse you can ride. It could be a company, a product, an idea, another person or even your family. (Donald Trump’s father was a multi-millionaire builder.)