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Slide riepilogative sul libro Visual Hammer scritto da Laura Ries
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Visual hammer
- 2. • IlVisual Hammer è un’immagine che “inchioda” nella testa delle persone un concetto verbale. 1
- 3. LA BOTTIGLIA COCA COLA La sua forma significa autenticità
- 6. IL LOGO DELLA RED BULL Due tori e un sole.
- 7. • Il concetto di Mostro riporta a potenza e pericolo • Lattine grandi il doppio di rispetto alla Red Bull • La “zampata” di un mostro crea la M del logo
- 8. • IlVerbal Nail è la parte verbale: è la parola da possedere nella testa del cliente 2
- 9. The ultimate driving machine. 1975 - 1993
- 11. SICUREZZA Volvo ha posseduto la parola “sicurezza” nella testa dei clienti fino al 1993
- 14. • La forma: semplice è meglio 3
- 15. LA CROCE ROSSA Un logo che è diventato un potentissimoVisual Hammer
- 16. SIMBOLI RELIGIOSI Sono i più potenti che esistono hanno forme semplici
- 17. FORMETROPPO COMUNI • Sole • Stella • Rettangolo • Cerchio • Freccia • Triangolo • Flag
- 18. MC DONALD’S Gli archi dorati
- 20. • Il colore: uno è meglio 4
- 21. KODAK giallo
- 22. UPS marrone
- 23. FEDEX Due colori sono meno efficaci di uno
- 24. SERVIZI FEDEX Troppi colori sono inutili
- 25. • Il prodotto: il migliorVisual Hammer 5
- 26. MINI COOPER Quando la vedi nel traffico la riconosci subito
- 27. POLO Il buco con la menta intorno
- 28. • Packaging: meglio differente 6
- 30. • Azione: meglio delle immagini ferme 7
- 32. • Il fondatore: Visual Hammer dalla nascita 8
- 34. • Simboli: visualizzare l’invisibile 9
- 35. • Testimonial: pro e contro 10
- 38. • Heritage: facciamo lavorare il passato 12
- 41. ILTUOVISUAL HAMMER • Usa la parte sinistra del cervello per esprimere l’essenza della tua strategia in una singola parola o concetto • Fermati. Se sei soddisfatto del tuo concetto verbale, non pensarci più. • Perdi tempo. Non concentrarti, il visual verrà da te senza alcuno sforzo cosciente. Se non viene nulla, torna al verbal e cambia quello.