When my dad, Al Ries, wrote “Positioning: The Battle for Your Mind” in 1981, he overlooked one important idea. The visual. Positioning is a totally verbal concept. You build a brand by owning a word in the mind. Yet the best way into a mind is not with words at all. The best way into a mind is with visuals. But not any visual. You need a “visual hammer” that hammers a verbal nail. The Marlboro cowboy. Coca-Cola’s contour bottle. Corona’s lime. The cowboy hammers “masculinity. ” The contour bottle hammers “authenticity. ” The lime hammers “genuine Mexican beer. ” A trademark is not a visual hammer Visual Hammer - Laura Ries od authora Laura Ries a nakladatelství za skvělé ceny na e-shopu Martinus. cz.