Watch the full webinar replay: http://bit.ly/1cW2JO6 Your prospects get blasted with blog posts, tweets and text-heavy emails every hour of the day. Creating brand associations with words is almost impossible. But what if you didn’t rely on words alone? Author and renowned branding strategist Laura Ries delivers a timely Vocus webinar on how a “visual hammer” drives a brand into customer minds. She’ll use timeless campaigns like Nike’s swoosh, Coca-Cola’s contoured bottle and Apple’s white apple. Watch the full webinar replay, located here (http://bit.ly/1cW2JO6) to learn how to: -Find your hammer using a narrow focus and 10 starting points. -Subconsciously communicate an emotionally powerful brand message. -Increase sales by owning a word in your target audience’s mind. Don’t miss an opportunity to nail your brand marketing. Register now! http://bit.ly/1cW2JO6 About the Speaker: Laura Ries is president of Ries & Ries, a marketing consultancy that has helped clients like Microsoft, Ford and Disney. Laura and her father, Al, have written five books together, including “The 22 Immutable Laws of Branding,” “The Fall of Advertising & the Rise of PR” and “War in the Boardroom.” Laura’s latest book is “Visual Hammer.” Laura frequently appears as a branding analyst on major news channels such as Fox News, CNBC, CNN and HLN.

1. Branding with a Visual Hammer
With Laura Ries

2. Laura Ries
President,
Ries & Ries.

3. In 1981
Al
Ries
Jack
Trout

4. Thirty-three years ago.
4

5. What is positioning?
5
It’s the opposite of
communications.

6. Communications.
6
Receive
r.
Sender.
Marketing
messages.

7. Positioning is different.
7
You start with
the receiver.
Receive
r.
Sender.

8. You look for a open hole.
8
Receive
r.
Sender.
???

9. You structure your message.
9
To fill that
open hole.
Receive
r.
Sender.
???

10. An expensive watch?
Rolex

11. An expensive cup of coffee?
StarbucksRolex

12. Search?
12
Google
StarbucksRolex

13. Energy drink?
13
Red BullGoogle
StarbucksRolex

14. 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.

15. 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?

16. What do buyers want in a
car?
16
Reliability.
Good mileage.
Good looks.
Nice interiors.
The right size.
Drivability.

17. That’s what BMW tried to do.
17

18. 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.”

19. After more than a decade.

20. 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.

21. The idea was too
complicated.
21
BMW is a unique
combination of
luxury,
performance and
handling.
And it’s amazingly
easy on fuel.”

22. So what did BMW finally do?
22

23. So what did BMW finally do?
23
Reliability.
Good mileage.
Good looks.
Nice interiors.
The right size.
Drivability.

24. Focused approach.
24
The ultimatedriving machine.
World’s largest-selling luxury vehicle.

25. Worldwide sales.
25
BMW Mercedes Audi
1,092,4111,167,7001,222,800

26. Same slogan 37 years in a
row.
“The ultimate driving machine.”

27. The halo effect.
27
If you can own one attribute,
the prospect is inclined
to give you many others.

28. Compare Chevrolet with
BMW.
28
The ultimate driving
machine.
Find new roads.

29. Why did you buy a BMW?
“Because it’s fun to drive.”

30. Why did you buy a
Chevrolet?
“I wanted to find new roads.”

31. Positioning is difficult today.
It doesn’t work the way
it used to.
Too many things compete
for the consumer’s
attention.

32. Too much marketing noise.

33. Positioning is totally verbal.
33

34. Words are no longer enough.
34
Red BullGoogle
StarbucksRolex

35. The best way into a mind.
Is not with words
at all.
It’s with visuals.

36. But not any visual.
36
You need a
Visual Hammer

37. The cowboy is a visual
hammer.
37

38. 38
That hammers a verbal nail.

39. That hammers a verbal nail.
39
The masculine
cigarette.

40. Leading brands were
“unisex.”

41. It’s the combination of the
two.
First masculine
cigarette.
Visual hammer. Verbal nail.
That made Marlboro successful.

42. World’s most valuable brand.
42
Worth $71.5 billion.

43. Coca-Cola’s verbal nail.
43
The real thing.

44. Coca-Cola’s visual hammer.
A powerful
combination.

45. Reinforced on cans and
cups.

46. A trademark is not a
hammer.
Old. New.

47. What does the Pepsi mark
say?
47
Pepsi’s new
smiley-face
trademark
says
“Pepsi.”

48. What does the contour bottle
say?
“I’m the original,
the authentic cola,
the real thing.”

49. Left brain:
Verbals.
Right brain:
Visuals.
You have two brains.

50. Left brain:
Verbals.
Right
brain:
Visuals.
A spoken word.
Can be
understood
almost
instantly
in the
left brain.

51. A visual image.
Can be
perceived
almost
instantly
in the
right brain.
Left brain:
Verbals.
Right brain:
Visuals.

52. Right brain has another
function.
Left brain:
Verbals.
Right brain:
Visuals.
It’s also
the site
of your
emotions.

53. Visuals are emotional.
Baby.
Left brain:
Verbals.
Right brain:
Visuals.

54. Why are visuals so powerful?
54
Ugly
woman.

55. Because they dominate
words.
55
Ugly
woman.
“They put the wrong caption
on the picture.”
Not, the wrong picture
on the caption.

56. Question:
How could a cheap, working-class beer
become one of the 100 most-valuable
brands in the world?

57. With a lime.

58. The lime is a visual hammer.
That communicates the authenticity
of the brand, a genuine Mexican beer.

59. No.1 imported brand in
America.
17 years in a row.

60. The lime is the ad campaign.
60
Sandba
r

61. Ten ways to create a
hammer.
61
Shape. Color. Product.Package.Action.
Founder.Symbol. Star. Animal. Heritage.

62. 1. Shape.
62
TARGET

63. The verbal nail.
63
“Cheap chic.”
TARGET

64. The visual hammer on
stores.

65. Shopping bags.

66. 66
Advertising.

67. Just about everything.
67

68. More profitable than
Walmart.
68
3.5 percent.4.3 percent.
Net profit margins, last 10 years.

69. Fidelity Investments.
69

70. “Follow the green line.”
70

71. 2. Color.
71
The Golden Arches.

72. World’s largest fast-food
chain.
72
The Golden Arches.

73. It’s hard to miss a
McDonald’s.
73

74. With the Golden Arches.
74

75. Easy to miss a Burger King.
75

76. The green jacket.
76
The
Masters.

77. Tiffany’s blue boxes.
77

78. Pink fiberglass insulation.
78

79. Owens Corning has 50
percent.
79

80. The brown trucks of UPS.
80
What can Brown
do for you?

81. The pink ribbon.
Susan G. Komen
for the Cure.

82. Pink Visa cards.
82

83. Best-selling Australian wine.

84. The visual hammer.

85. Christian Louboutin.
A French designer who regularly
tops
The Luxury Institute's index of
"most prestigious women's shoes."

86. What made Louboutin
famous?
Red-sole shoes.

87. A great PR vehicle.
USA Today, December 26,

88. The white ear buds of an
iPod.
88

89. No color is better than many.
89
Attractive.Memorable.

90. 3. Product.
90

91. Rolex’s visual hammer.
91
Its unique watchband.

92. The verbal nail.
92
Prestige
.

93. Everybody copied Rolex.
93

94. It doesn’t matter.
94
Rolex was
first.
The other
brands
look like
“imitation”
Rolexes.

95. Geox could have said:
“The healthiest, most comfortable
shoes you can wear.”

96. “The shoe that breathes.”
Annual sales:
More than $1 billion.

97. A Prius looks like a hybrid.

98. A Honda Civic hybrid.
98
Looks just like a Honda Civic.

99. One automobile expert said:
99
“They don’t want a hybrid.”
“They want a car that
looks
like a hybrid.”

100. Prius is the largest-selling
hybrid.
100

101. Hershey’s kisses.
101
Fifth most-popular chocolate candy.

102. 4. Package.

103. Wonderful publicity.
Newsweek, August 7, 2006.

104. Wonderful poster.
104

105. The Absolut bottle.

106. Fifth best-selling U.S. liquor.
(1) (2) (3) (4) (5)

107. A great visual hammer.
107

108. A chalice, not a glass.
108

109. Thanks to its visual hammer.
109
Eighth
largest-selling
imported beer.
Ahead of
Beck’s, Foster’s
Amstel Light.

110. First large-size iced-tea
cans.
110

111. Arizona is now the leader.
111
40 percent market share
compared with 32 percent for Lipton.

112. The first energy drink.
112

113. The visual hammer.
113
8.3-oz. can.
Symbolic of an energy drink.

114. Everybody tried to be better.
114
In 8.3-oz. cans.

115. 115
In 8.3-oz. cans.
Except Monster.
16-oz. cans.

116. Monster is a strong No. 2.
116
43%
35%
12%
4% 4%
2%

117. Monster’s visual hammer.
117
The claw marks.

118. “Monster Jam.”
118

119. The leading panty-hose
brand.
119
Hanes.

120. Instead, they called it
“L’eggs.”
120
L’eggs.Hanes.

121. Supermarket L’eggs display.
121

122. 122
Now, the largest-selling
brand.
In all distribution outlets.

123. 123
Current packaging.

124. 5. Action.
124

125. “Slowest ketchup in the
West.”
125

126. 126
What built the Dove brand?
Today, it’s the No.1 bar soap
in America with a
24 percent market share.

127. The verbal nail.
127
“1/4 moisturizing lotion.”

128. Dove’s visual hammer.
128
Moisturizin
g
cream.

129. What built Tempur-Pedic
brand?
129

130. Not a verbal approach.
130

131. The wine-glass television
spot.
131
Jumping up and down
doesn’t spill the wine.

132. With a competitive mattress.
132
The wine glass
promptly falls over.

133. Dr. Best, a German
toothbrush.
133
2012: 40 percent.
1988: 5 percent.

134. Ordinary toothbrush.
134

135. Press hard.
135

136. Dr. Best flexible toothbrush.
You can press hard
without piercing the tomato.

137. 6. Founder.
137

138. World’s largest chicken
chain.
138

139. KFC’s visual hammer.
Colonel
Sanders.

140. KFC in Beijing.
No.1 in China with 3,800 units in 800 cities.

141. The verbal nail.
141
Better ingredients.
Better pizza.

142. 142
The visual hammer.
Papa John.

143. Revenues per unit last year.
143
Papa John’s . . . .
$748,000
Pizza Hut . . . . . .
$727,000
Domino’s . . . . . .
$700,000
Little Caesars . . .
$427,000

144. 144
Look what Nike has accomplished
with a streamlined checkmark.
7. Symbol.

145. The Nike Swoosh.
145
A powerful visual hammer.

146. 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.

147. Another free hammer.
147
Symbolizes “prestige.”

148. Simpler is better.
148

149. Android has taken off.
Newsweek, October 11, 2010.

150. Outsells the iPhone.
150

151. 151
2002: $91 million revenues.
2013: $1.33 billion.
The hammer for Red Hat
Linux.

152. 8. Star.
152

153. Seven years with Accenture.
“We know what it
takes
to be a Tiger.”

154. In seven years of Tiger
Woods.
154
Accenture’s revenues
increased 72 percent.
IBM’s revenues
increased just
12 percent.

155. Progressive’s Flo.

156. E-Trade TV commercials.
156

157. Feature babies.
157
“So easy, even a baby can do it.”

158. 9. Animal.
158

159. Tweeting around the world.
159
645 million registered accounts.

160. Follow me @lauraries

161. Gorilla glue.
The toughest glue on
Planet Earth.

162. Tiger was replaced by
animals.
162

163. Frogs.
163

164. Chameleons.
164

165. Fish.
165

166. Giraffes.

167. Polar bears.

168. A better direction.
Focus on one animal.
My choice: The elephant.

169. The verbal nail.
169
Who says you can’t
be
big and nimble?

170. Accenture is a big company.
170
Serving big companies.

171. An insurance company.
AflacAfter 45 years of operation,
Aflac had a name recognition
of 12 percent.

172. In year 2000, they added a
duck.
Today, 13 years later,
their name recognition
is 94 percent.
Aflac

173. 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

174. What’s the verbal nail?
Aflac!

175. Geico visual hammer.

176. The verbal nail.
176
15 minutes could save you
15 percent or more on
car insurance.

177. A good brand.
177

178. A much-better brand.
178
Sales last year: $6.9 billion.

179. 10. Heritage.
179

180. Our most successful big
bank.
180

181. 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.

182. 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.

183. Wells Fargo in Roswell.
183

184. We live in a world of words.
184
Our
marketing
books are
mostly
words.
Our
marketing
plans are
mostly
words.

185. Our meetings are mostly
words.
185

186. Yet the best way into the
mind.
186
Is with a visual.
But not any visual.

187. You need a visual hammer.
187
To drive your
verbal nail.

188. “The authentic Mexican
beer.”
188

189. “Monster-sized energy.”
189

190. “The shoe that breathes.”
190

191. “The masculine cigarette.”
191

192. “The real thing.”
192

193. 193

194. Thanks for attending!
#VocusWebinar @vocus

195. The Vocus Family
About Vocus
Vocus is a leading provider of cloud marketing software that helps
businesses reach and influence buyers across social networks, online and
through media. Vocus provides an integrated suite that combines social
marketing, search marketing, email marketing and publicity into a
comprehensive solution to help businesses attract, engage and retain
customers. Vocus software is used by more than 120,000 organizations
worldwide and is available in seven languages. Vocus is based in Beltsville,
MD with offices in North America, Europe and Asia. For further information,
please visit http://www.vocus.com or call (800) 345-5572
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