Laura Ries President, Ries & Ries.
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1 Laura Ries President, Ries & Ries. 1
2 In marketing, you win or lose Inside the mind of the prospect. So how do you get inside a mind? The best way is with a single word or concept. 2
3 An expensive watch? Rolex
4 An expensive cup of coffee? Rolex Starbucks
5 Search? Rolex Starbucks Google 5
6 Energy drink? Rolex Starbucks Google Red Bull 6
7 Positioning is totally verbal. 7
8 Words are no longer enough. Rolex Starbucks Google Red Bull 8
9 The best way into a mind. Is not with words at all. It s with visuals.
10 But not any visual. You need a Visual Hammer 10
11 The That cowboy hammers is a visual a verbal hammer. nail. 11
12 That hammers a verbal nail. The masculine cigarette. 12
13 Leading brands were unisex. 13
14 It s the combination of the two. Visual hammer. Verbal nail. First masculine cigarette. That made Marlboro successful. 14
15 Coca-Cola. 15
16 Coca-Cola s verbal nail. The real thing. 16
17 Coca-Cola s visual hammer. A powerful combination. 17
18 Reinforced on cans and cups. 18
19 The visual dominates. 19
20 A trademark is not a hammer. 20
21 What does the Pepsi mark say? Pepsi s logo just says Pepsi. 21
22 A visual hammer is different. Coke s contour bottle communicates its authenticity. 22
23 You have two brains. Left brain: Verbals. Right brain: Visuals. 23
24 A spoken word. Left brain: Verbals. Can be understood almost instantly in the left brain. Right brain: Visuals. 24
25 A visual image. Left brain: Verbals. Can be perceived almost instantly in the right brain. Right brain: Visuals. 25
26 Right brain has another function. Left brain: Verbals. It s also the site of your emotions. Right brain: Visuals. 26
27 Visuals are emotional. Left brain: Verbals. Right brain: Visuals. Baby. 27
28 Why are visuals so powerful? Ugly woman. 28
29 Because they dominate words. Ugly woman. They put the wrong words on the picture! 29
30 Because they dominate words. Ugly woman. Nobody says they put the wrong picture with the words. 30
31 Six ways to create a hammer. Shape. Color. Product. Founder. Star. Animal. 31
32 1. Shape. TARGET 32
33 The red circles. TARGET 33
34 The verbal nail. Cheap chic. TARGET 34
35 What Oprah has called Target. Tar-zhay 35
36 The visual hammer on stores. 36
37 Shopping bags. 37
38 Advertising. 38
39 Just about everything. 39
40 More profitable than Walmart. 4.3 percent. 3.5 percent. Net profit margins, last 10 years. 40
41 Fidelity investments. 41
42 Follow the green line. 42
43 The yellow rectangle. 43
44 Iconic cover. 44
45 128 years old. 45
46 What does this rectangle say? 46
47 HP spun off IT business. 47
48 The Nike Swoosh. A powerful visual hammer. 48
49 A free hammer. When your brand is first in a new category like Nike athletic shoes, almost any visual can be a strong hammer. 49
50 Another free hammer. Symbolizes prestige. 50
51 Simpler is better. 51
52 2. Color. The Golden Arches. 52
53 World s largest fast-food chain. The Golden Arches. 53
54 It s hard to miss a McDonald s. 54
55 With the Golden Arches. 55
56 Easy to miss a Burger King. 56
57 Big Blue. Mainframe computers. 57
58 A good naming strategy. Using a color as part of your brand name. JetBlue is a very successful start-up airline. 58
59 Red Hat. #1 in Open Source Solutions. 59
60 Best-selling Australian wine. 60
61 Voya financial. 61
62 Your orange money. 62
63 Your orange money. 63
64 The blue box. 64
65 Tiffany blue. 65
66 The white ear buds of an ipod. 66
67 No color is better than many. Attractive. Memorable. 67
68 3. Product. 68
69 Rolex s visual hammer. Its unique watchband. 69
70 The verbal nail. Prestige. 70
71 71 Everybody copied Rolex.
72 Rolex was first. It doesn t matter. The other brands look like imitation Rolexes. 72
73 Small, ugly and reliable.
74 Best ad of the 20 th century.
75 4. Founder. 75
76 World s largest chicken chain. 76
77 KFC s visual hammer. Colonel Sanders.
78 KFC in Beijing. No.1 in China with 3,800 units in 800 cities.
79 Virgin is into everything. 79
80 Bad branding strategy. 80
81 Saved by its founder. 81
82 Branson will do anything. 82
83 I mean anything. 83
84 5. Star. 84
85 Seven years with Accenture. We know what it takes to be a Tiger. 85
86 In seven years of Tiger Woods. Accenture s revenues increased 72 percent. IBM s revenues increased just 12 percent. 86
87 Tiger driving a Buick? 87
88 Cadillac is more believable. America s Leading Luxury SUV. 88
89 Tiger got in big trouble. 89
90 Not just his wife dumped him. 90
91 6. Animal. 91
92 Tweeting around the world. 645 million registered accounts. 92
93 Follow 93
94 Tiger was replaced by animals. 94
95 Frogs. 95
96 Chameleons. 96
97 Fish. 97
98 Giraffes. 98
99 Polar bears. 99
100 A better direction. Focus on one animal. My choice: The elephant. 100
101 The verbal nail. Who says you can t be big and nimble? 101
102 Accenture is a big company. Serving big companies. 102
103 A rainbow flower? 103
104 Bestselling book. 104
105 105
106 106
107 A Bangalore Tiger. Aggressive, agile, powerful smart and strong. 107
108 Gorilla glue. The toughest glue on Planet Earth. 108
109 A good brand. 109
110 A much-better brand. Sales last year: $6.9 billion. 110
111 Polo is a high-end sport. Prince Harry. 111
112 We live in a world of words. Our marketing books are mostly words. Our marketing plans are mostly words. 112
113 Our meetings are mostly words. 113
114 Yet the best way into the mind. Is with a visual. But not any visual. 114
115 You need a visual hammer. To drive your verbal nail. 115
116 Ries.com 116
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Altria Group Inc. Ticker: MO
Altria Group Inc. Ticker: MO Business Description Altria Group Inc. through its subsidiaries manufactures and sells cigarettes, other tobacco products, machine-made large cigars and pipe tobacco. It also