To build a brand, Al and I have been preaching about the power of owning a word in the mind. But getting a word into the mind has never been so difficult.
Consumers are blasted with words at an astounding rate. Between traditional media and new social media, the amount of words, tweets and status updates is overwhelming.
In a world of words, a visual hammer is the best, most effective way to get inside a consumer’s mind. Yet 99 percent of all marketing programs lack one. One reason is that management is totally focused on words, when they need to think more about visuals.
A visual hammer isn’t just a trademark. At best a trademark becomes a rebus for your brand name. In other words, a symbol that stands for a brand name. Most trademarks don’t communicate anything beyond the name of the brand or the company.
A visual hammer is different.
It subconsciously communicates the emotional power of your brand while also driving a verbal idea into the mind.
Twitter’s tweeting bird. Apple’s white apple. Christian Louboutin stilletos’ red soles. Geox’s steaming shoes. McDonald’s golden arches. Coca-Cola’s contour bottle. Nike’s swoosh. Target’s target. Mercedes’ tri-star. Vitaminwater’s apothecary label.
Does your brand have a visual hammer? If not, read my book to see why you need one and how to find one. Because today a visual hammer is the essential tool for nailing your brand into the mind. Visit Amazon Author page.
About the Author
Along with her partner and father Al Ries, the legendary Positioning pioneer, Ries & Ries consults with many Fortune 500 companies on brand strategy. Laura and Al have written five books including: The 22 Immutable Laws of Branding and The Fall of Advertising & the Rise of PR.