My father's theory on positioning was revolutionary, but it had a weakness. Invariably, positioning strategy was expressed verbally. You looked for a verbal hole in the mind and then you filled that hole with your brand name. The best way into the mind is not with words. It’s with visuals. They can play a more important role in marketing than words because visuals hold emotional power that words alone do not. Emotion is the glue that sticks memories and brands into the mind.
By Laura RiesIn Best of 2012, Books, Branding successes, Case Studies, Laura's BlogTags aflac duck, al ries, best selling book, brand strategy, branding, contour bottle, emotional branding, guru, immutable laws, ipad book, komen ribbon, laura ries, marketing, positioning, ries & ries, swoosh, verbal nail, visual hammer, visual hammers