Marketing plans, marketing slogans, marketing messages are all word-oriented with visuals used mostly for “decoration” purposes.Visual Hammer is the first book to document the superiority of a visual approach to marketing. Some examples: The Marlboro cowboy, the Coca-Cola contour bottle, the Corona lime and many, many others.But here’s the twist. A visual hammer is not enough. What a brand also needs is a verbal nail. “Masculinity” in the case of the Marlboro cowboy. “The real thing” in the case of Coke’s contour bottle, “Mexican beer” in the case of the Corona lime.It’s the two working together, a verbal nail and a visual hammer, that can create a powerful brand.Consider what the pink ribbon has done for Nancy Brinker. In 1982, Ms. Brinker started a foundation to fight breast cancer in memory of her sister, Susan G. Komen. Since then, the foundation has raised nearly $2 billion and is the world’s-largest non-profit source of money to combat breast cancer.Then there’s Aflac, the company that brought us the duck. In 2000, the first year the duck was advertised, sales went up 29%. The second year, 28%. The third year, 18%.Before the duck, Aflac had a name recognition of 12%. Today, it’s 94%. (The duck is the hammer and the “quack” is the verbal nail. It’s the integration of the two that makes the brand memorable.)Color often plays a role in creating memorable visual hammers. Tiffany’s blue box, the Masters green jacket, Nexium’s purple pill, Christian Louboutin’s red soles.So can the product itself. The watchband of a Rolex, the grille of a Rolls-Royce, the Absolut bottle, the Stella Artois glass, the polo player on a Ralph Lauren shirt.Symbols can act as hammers to visualize “invisible” products. Travelers’ red umbrella, Wells Fargo’s stagecoach, Geico’s gecko.Company founders can also act as hammers. Colonel Sanders, Papa John, Frank Perdue, Orville Redenbacher, Paul Newman.In spite of these and many other examples, why do so many marketing people work exclusively with words when the real power is with visuals? Well, words are important, too. The objective of a marketing program is to "own a word in the mind.” Therefore it’s important to find the right word as well as the right visual.The interplay between pictures and words is like a hammer and a nail. If the objective is to nail two pieces of wood together, why fool around with a hammer? Why not just put the wood together with a nail?That's the problem of marketing. Your most useful tool is a visual hammer, but the nail comes first. Unless you pick the right nail, all the creative hammers in the world are not going to help very much.Visual Hammer is a book that will help you nail your brand into consumers’ minds.

    1 of 42. Contains chapters 1-8.The story revolves around Baki Hanma and his quest to proclaim himself as the strongest grappler in the world, thus taking the title from his father. Baki also fights to gain the trust of his overly psychotic mother. Volumes: 42Chapters: 371Status: FinishedPublished: 1991 to 1999

    The editors take readers room by room, tapping the best ideas from domino magazine and culling insights from their own experiences. With an eye to making design accessible and exciting, this book demystifies the decorating process and provides the tools for making spaces that are personal, functional and fabulous.

    We usually only read about the best - about the bravery, the courage and the sacrifice of mountaineers who risk life and limb to achieve excellence for themselves and others. But there are other mountaineers – the charlatans, the conmen, the bullies, the petty-minded and narcissistic - who prefer to sacrifice others to their obsession to reach the top of Mt. Everest. This book is about one of the worst! In 1996, the deadliest year in the history of climbing Mt. Everest, both types were on the mountain. But in a cruel twist of fate the good guys died while the bad guy not only reached the top, but lived to prosper from it. In a piece of top class investigative journalism Ken Vernon delves into the guts of one dysfunctional expedition that, despite being supported by the iconic Nelson Mandela, became an international laughing stock. Everest ‘96 also peels back the layers of deception surrounding the fantastic past of the man who became the most reviled in mountaineering lore. Ken Vernon is an Australian journalist with decades of experience covering stories ranging from the African wars of Independence to the climbing of Mt Everest.

    One spring night, while at home on a break from college, the threesome embarks on a night of adventure and experimentation, driving recklessly through the Connecticut Valley. Stopping at the French King Bridge, David -- full of hubris and hallucinogens -- dares to jump, mistakenly believing he'll be able to swim ashore. With this one act, he sets in motion an inexorable chain of events that indelibly alters the lives of everyone involved.Told through the alternating voices of Kay, Michael, and David's father, Kevin, The River Road is a closely observed and psychologically penetrating narrative of the accusations, murder investigation, and courtroom battle that follow.