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Branding with a Visual HammerWith Laura Ries
Laura RiesPresident,
Ries & Ries.
In 1981
AlRies
JackTrout
Thirty-three years ago.
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What is positioning?
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It’s the opposite ofcommunications.
Communications.
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Receiver.
Sender.
Marketing messages.
Positioning is different.
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You start withthe receiver.
Receiver.
Sender.
You look for a open hole.
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Receiver.
Sender.
???
You structure your message.
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To fill that open hole.
Receiver.
Sender.
???
An expensive watch?
Rolex
An expensive cup of coffee?
StarbucksRolex
Search?
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StarbucksRolex
Energy drink?
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Red BullGoogle
StarbucksRolex
In marketing, you win or lose.
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Inside the mind of the prospect.
So how do you getinside a mind?
The best way is witha single word or concept.
The problem with this approach.
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Why should we focus on a single wordwhen buyers want many other things
in the products they purchase?
What do buyers want in a car?
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Reliability.Good mileage.Good looks.
Nice interiors.The right size.Drivability.
That’s what BMW tried to do.
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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.”
After more than a decade.
BMW was No. 11 in sales.
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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.
The idea was too complicated.
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BMW is a unique combination of
luxury, performance and
handling. And it’s amazingly
easy on fuel.”
So what did BMW finally do?
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So what did BMW finally do?
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Reliability.Good mileage.Good looks.
Nice interiors.The right size.Drivability.
Focused approach.
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The ultimatedriving machine.
World’s largest-selling luxury vehicle.
Worldwide sales.
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BMW Mercedes Audi
1,092,4111,167,7001,222,800
Same slogan 37 years in a row.
“The ultimate driving machine.”
The halo effect.
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If you can own one attribute,the prospect is inclined
to give you many others.
Compare Chevrolet with BMW.
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The ultimate driving machine.
Find new roads.
Why did you buy a BMW?
“Because it’s fun to drive.”
Why did you buy a Chevrolet?
“I wanted to find new roads.”
Positioning is difficult today.
It doesn’t work the way it used to.
Too many things competefor the consumer’s
attention.
Too much marketing noise.
Positioning is totally verbal.
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Words are no longer enough.
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Red BullGoogle
StarbucksRolex
The best way into a mind.
Is not with wordsat all.
It’s with visuals.
But not any visual.
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You need aVisual Hammer
The cowboy is a visual hammer.
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That hammers a verbal nail.
That hammers a verbal nail.
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The masculinecigarette.
Leading brands were “unisex.”
It’s the combination of the two.
First masculinecigarette.
Visual hammer. Verbal nail.
That made Marlboro successful.
World’s most valuable brand.
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Worth $71.5 billion.
Coca-Cola’s verbal nail.
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The real thing.
Coca-Cola’s visual hammer.
A powerfulcombination.
Reinforced on cans and cups.
A trademark is not a hammer.
Old. New.
What does the Pepsi mark say?
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Pepsi’s newsmiley-facetrademark
says“Pepsi.”
What does the contour bottle say?
“I’m the original,the authentic cola,
the real thing.”
Left brain:Verbals.
Right brain: Visuals.
You have two brains.
Left brain:Verbals.
Right brain: Visuals.
A spoken word.
Can be understood
almostinstantly
in theleft brain.
A visual image.
Can beperceived
almostinstantly
in theright brain.
Left brain:Verbals.
Right brain: Visuals.
Right brain has another function.
Left brain:Verbals.
Right brain: Visuals.
It’s alsothe siteof your
emotions.
Visuals are emotional.
Baby.
Left brain:Verbals.
Right brain: Visuals.
Why are visuals so powerful?
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Ugly woman.
Because they dominate words.
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Ugly woman.
“They put the wrong captionon the picture.”Not, the wrong pictureon the caption.
Question:
How could a cheap, working-class beerbecome one of the 100 most-valuable
brands in the world?
With a lime.
The lime is a visual hammer.
That communicates the authenticityof the brand, a genuine Mexican beer.
No.1 imported brand in America.
17 years in a row.
The lime is the ad campaign.
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Sandbar
Ten ways to create a hammer.
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Shape. Color. Product. Package. Action.
Founder.Symbol. Star. Animal. Heritage.
1. Shape.
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TARGET
The verbal nail.
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“Cheap chic.”
TARGET
The visual hammer on stores.
Shopping bags.
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Advertising.
Just about everything.
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More profitable than Walmart.
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3.5 percent.4.3 percent.
Net profit margins, last 10 years.
Fidelity Investments.
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“Follow the green line.”
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2. Color.
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The Golden Arches.
World’s largest fast-food chain.
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The Golden Arches.
It’s hard to miss a McDonald’s.
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With the Golden Arches.
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Easy to miss a Burger King.
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The green jacket.
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The Masters.
Tiffany’s blue boxes.
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Pink fiberglass insulation.
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Owens Corning has 50 percent.
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The brown trucks of UPS.
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What can Browndo for you?
The pink ribbon.
Susan G. Komenfor the Cure.
Pink Visa cards.
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Best-selling Australian wine.
The visual hammer.
Christian Louboutin.
A French designer who regularly tops
The Luxury Institute's index of "most prestigious women's shoes."
What made Louboutin famous?
Red-sole shoes.
A great PR vehicle.
USA Today, December 26,
2007.
The white ear buds of an iPod.
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No color is better than many.
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Attractive.Memorable.
3. Product.
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Rolex’s visual hammer.
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Its unique watchband.
The verbal nail.
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Prestige.
Everybody copied Rolex.
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It doesn’t matter.
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Rolex wasfirst.
The otherbrands
look like“imitation”Rolexes.
Geox could have said:
“The healthiest, most comfortable shoes you can wear.”
“The shoe that breathes.”
Annual sales: More than $1 billion.
A Prius looks like a hybrid.
A Honda Civic hybrid.
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Looks just like a Honda Civic.
One automobile expert said:
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“They don’t want a hybrid.”“They want a car that looks like a hybrid.”
Prius is the largest-selling hybrid.
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Hershey’s kisses.
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Fifth most-popular chocolate candy.
4. Package.
Wonderful publicity.
Newsweek, August 7, 2006.
Wonderful poster.
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The Absolut bottle.
Fifth best-selling U.S. liquor.
(1) (2) (3) (4) (5)
A great visual hammer.
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A chalice, not a glass.
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Thanks to its visual hammer.
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Eighth largest-sellingimported beer.
Ahead ofBeck’s, Foster’s
Amstel Light.
First large-size iced-tea cans.
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Arizona is now the leader.
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40 percent market sharecompared with 32 percent for Lipton.
The first energy drink.
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The visual hammer.
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8.3-oz. can.
Symbolic of an energy drink.
Everybody tried to be better.
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In 8.3-oz. cans.
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In 8.3-oz. cans.
Except Monster.
16-oz. cans.
Monster is a strong No. 2.
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43%35%
12%
4% 4%2%
Monster’s visual hammer.
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The claw marks.
“Monster Jam.”
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The leading panty-hose brand.
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Hanes.
Instead, they called it “L’eggs.”
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L’eggs.Hanes.
Supermarket L’eggs display.
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Now, the largest-selling brand.
In all distribution outlets.
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Current packaging.
5. Action.
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“Slowest ketchup in the West.”
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What built the Dove brand?
Today, it’s the No.1 bar soapin America with a
24 percent market share.
The verbal nail.
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“1/4 moisturizing lotion.”
Dove’s visual hammer.
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Moisturizing
cream.
What built Tempur-Pedic brand?
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Not a verbal approach.
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The wine-glass television spot.
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Jumping up and downdoesn’t spill the wine.
With a competitive mattress.
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The wine glass promptly falls over.
Dr. Best, a German toothbrush.
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2012: 40 percent.
1988: 5 percent.
Ordinary toothbrush.
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Press hard.
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Dr. Best flexible toothbrush.
You can press hard without piercing the tomato.
6. Founder.
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World’s largest chicken chain.
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KFC’s visual hammer.
Colonel Sanders.
KFC in Beijing.
No.1 in China with 3,800 units in 800 cities.
The verbal nail.
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Better ingredients.Better pizza.
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The visual hammer.
Papa John.
Revenues per unit last year.
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Papa John’s . . . . $748,000
Pizza Hut . . . . . . $727,000
Domino’s . . . . . . $700,000
Little Caesars . . . $427,000
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Look what Nike has accomplishedwith a streamlined checkmark.
7. Symbol.
The Nike Swoosh.
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A powerful visual hammer.
A free hammer.
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When your brand isfirst in a new categorylike Nike athletic shoes,almost any visual can be a strong hammer.
Another free hammer.
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Symbolizes “prestige.”
Simpler is better.
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Android has taken off.
Newsweek, October 11, 2010.
Outsells the iPhone.
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2002: $91 million revenues.2013: $1.33 billion.
The hammer for Red Hat Linux.
8. Star.
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Seven years with Accenture.
“We know what it takes
to be a Tiger.”
In seven years of Tiger Woods.
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Accenture’s revenuesincreased 72 percent.
IBM’s revenuesincreased just12 percent.
Progressive’s Flo.
E-Trade TV commercials.
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Feature babies.
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“So easy, even a baby can do it.”
9. Animal.
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Tweeting around the world.
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645 million registered accounts.
Follow me @lauraries
Gorilla glue.
The toughest glue onPlanet Earth.
Tiger was replaced by animals.
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Frogs.
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Chameleons.
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Fish.
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Giraffes.
Polar bears.
A better direction.
Focus on one animal.My choice: The elephant.
The verbal nail.
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Who says you can’t be
big and nimble?
Accenture is a big company.
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Serving big companies.
An insurance company.
AflacAfter 45 years of operation,
Aflac had a name recognitionof 12 percent.
In year 2000, they added a duck.
Today, 13 years later,their name recognition
is 94 percent.
Aflac
Aflac became the category leader.
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Sales went up 29 percent the first year.28 percent the next year.
And 18 percent the third year.
Aflac
What’s the verbal nail?
Aflac!
Geico visual hammer.
The verbal nail.
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15 minutes could save you15 percent or more on
car insurance.
A good brand.
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A much-better brand.
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Sales last year: $6.9 billion.
10. Heritage.
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Our most successful big bank.
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The smallest of the Big Four.
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Citigroup . . . . . . . $1,149.5 billionBank of America . . . $994.5 billionJPMorgan Chase . . $883.7 billionWells Fargo . . . . . . $567.3 billion
Revenues, last 10 years.
But the most profitable.
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Wells Fargo . . . . . . . 15.2 percentJPMorgan Chase . . . 11.9 percentBank of America . . . . 9.7 percentCitigroup . . . . . . . . . . 8.0 percent
Net profit margins, last 10 years.
Wells Fargo in Roswell.
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We live in a world of words.
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Ourmarketingbooks aremostlywords.
Ourmarketingplans aremostlywords.
Our meetings are mostly words.
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Yet the best way into the mind.
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Is with a visual.But not any visual.
You need a visual hammer.
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To drive your verbal nail.
“The authentic Mexican beer.”
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“Monster-sized energy.”
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“The shoe that breathes.”
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“The masculine cigarette.”
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“The real thing.”
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