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.

    Though best known for their furniture, the husband and wife team were also forerunners in architecture, textile design, photography, and film.The Eames work defined anew, multifunctional modernity, exemplary for its integration of craft and design, as well as for the use of modern materials, notablyplywood and plastics.The Eames Lounge Chair Wood, designed with molded plywood technology, became a defining furniture piece of the twentieth century, while the couple s contribution to theCase Study Housesproject not only made inventive use of industrial materials but also developed anadaptable floor plan of multipurpose spaceswhich would become ahallmark of postwar modern architecture.From the couple s earliest furniture experiments to their seminal short filmPowers of Ten, this book covers all the aspects of the illustrious Eames repertoire and itsrevolutionary impact on middle-class American living. About the Series: Each book in TASCHEN s Basic Architecture Series features: an introduction to the life and work of the architect the major works in chronological order information about the clients, architectural preconditions as well as construction problems and resolutions a list of all the selected works and a map indicating the locations of the best and most famous buildings approximately 120 illustrations (photographs, sketches, drafts and plans) "

    Halo: The Essential Visual Guide delves even deeper into the phenomenon that is Halo. Covering material from Halo, Halo 2, Halo 3, Halo Wars, and the latest game, Halo: ODST, the book provides amazing images and insightful information making you feel as if you yourself are part of the game! (c)2011 Microsoft Corporation. All Rights Reserved.

    Drawing on the expertise of America's leading home furnishings brand, this essential guide addresses every aspect of creating comfortable, casual living spaces with ease and style. With more than 250 original color photographs, Pottery Barn Living Rooms is the ultimate sourcebook for decorating the heart of your home.Key Features:* More than 250 never-before-seen photographs illustrate everything you need to know, from choosing colors to arranging furniture* Hundreds of practical decorating ideas and quick styling tips help you create simple, beautiful effects throughout your home* Walk-through room tours of real-life living spaces include color palettes, design plans, and quick-reference guides to materials

    Perhaps more than the gorgeously stylized visuals and impeccably re-created history, it's the show's richly drawn characters stumbling through their personal and professional lives that get under our skin and keep us invested.In Mad Men on the Couch, Dr. Stephanie Newman analyzes the show's primary characters through the lens of modern psychology. Lending her trained professional eye, she poses and expertly answers pressing questions such as:Why does Don constantly sabotage himself? Why is Betty such a cold mother and desperately unhappy housewife? (Hint: It's not just because her "people are Nordic.")Why does Pete prevail in adversity when Roger crumbles?Why is Peggy able to rise profesionally in the male jungle of Madison Avenue when Joan can't?Can these characters ever really change?With critical commentary that is both entertaining and insightful, Mad Men on the Couch will provide viewers with a unique persepctive on the show.

    The guitarist and de facto leader of the Grateful Dead was a gregarious talker, keenly engaged with the new world exploding around him. In 1972, Garcia was visited by Charles Reich, a Yale law professor, and Jann Wenner, the founder of Rolling Stone. Garcia was just thirty-one years old but already viewed--to his lasting dismay--as a social avatar for the new sensibility sweeping the land, an anarchist streak with a populist undercurrent that had roots in Ken Kesey's pranksters, the writers of the Beat Generation, and the libertine tradition of the American transcendentalists. In this interview, Garcia reveals how he is a combination of these and other influences, a high-school dropout and autodidact blessed with a gift for eloquent turns of phrase and a refreshing directness. He speaks of the saga of the Grateful Dead and his hoodlum youth growing up in San Francisco's Mission district. He delves into fascinating discourses on the music that shaped his own playing and writing, and freely discusses his use of drugs and explains why he felt it was important to stay high. Like the Grateful Dead's best music, Garcia: A Signpost to New Space is familiar, friendly, and inviting.

    Sahre explores his mostly vain attempts to escape his "suburban Addams Family" upbringing and the death of his elephant-trainer brother. He also wrestles with the cosmic implications involved in operating a scanner, explains the disappearance of ice machines, analyzes a disastrous meeting with Steely Dan, and laments the typos, sunsets, and poor color choices that have shaped his work and point of view. Two-Dimensional Man portrays the designer's life as one of constant questioning, inventing, failing, dreaming, and ultimately making.

    A seminal work of modern photojournalism, this landmark collection of photographs and interviews documents the abandon and risk implied in the name of the gang Lyon belonged to: the Chicago Outlaw Motorcycle Club. With images and interviews that are as raw, alive, and dramatic today as they were three decades ago, this new edition includes startling new images: 15 additional black-and-white photographs and 14 color prints--long thought missing--of works originally published in black-and-white. With a new introduction by the author, The Bikeriders rides again, capturing like never before the dawn of the counterculture era.

     This text gives expanded explanations of the fundamentals of vibration including history of vibration, degree of freedom systems, vibration control, vibration measurement, and more. For engineers and other professionals who want a clear introduction to vibration engineering.

    . . probably. In this entertaining and informative reference guide, award-winning cookbook authors Bruce Weinstein and Mark Scarbrough take on more than one hundred popular kitchen myths and dish up answers to all your burning questions about food science and lore. No longer must you wait for your butter to reach room temperature before you bake or panic because you forgot to soak your dried beans for dinner. This handy book explains how knowing the truth behind these urban legends can help you be a better chef in your own home and offers twenty-five delicious recipes so you can practice. Whether you’re a serious foodie, an avid dieter, a trivia lover, or are just searching for the secret to the perfect cup of coffee, Lobsters Scream When You Boil Them is essential countertop reading and a whole lot of fun.

    Draper's history is an intelligent and witty behind-the-scenes look at this cultural icon and its course from its hippie beginnings to a high-profile magazine. 16 pages of photographs.

    CREATING ART. is written for people who are living in the intersection of the Christian faith, and the creation of art. By their nature, artists look at a life of faith differently, and that unique journey warrants an exploration of what it means to be a Christ-follower and an artist. The book intentionally veers away from tips and techniques and formulas, while concentrating on the journey, the mystery, and the heart.

     It includes easily applicable design thinking techniques, such as - HMW questions, - personas, - mind mapping - empathy mapping, - affinity diagram, - value-proposition canvas, - storyboard, - cause-and-effect diagram, - brainstorming, - brain dumps, - reverse brainstorming, - benchmarking, - journey map, and - prototyping. A real-life case study is used to introduce design thinking methodology and techniques in a more practical way to a broad range of practitioners, including - project managers and IT specialists, - innovation teams, - marketing professionals and brand managers, - product managers, - designers, - consultants, - strategic planning experts, - entrepreneurs, - C-level executives, and architects. The book explains how artful thinking perspectives can be applied to enhance design thinking skills, such as - creativity, - thinking out of the box, - empathy, - visual thinking, - observation, - asking the right questions, and - pattern recognition. It also describes how to apply design thinking and lean and agile methodologies together.

    The book will be divided into 30+ Pearls of Wisdom (based on the original manifesto and wildly successful Web phenomenon, "How to Be Creative"), and will be laced throughout with the author's witty, smart single-frame cartoons.

    This is the first book to explore the varied philosophical aspects of the film. Beginning with an introduction by the editor that places the film and essays in context, each chapter explores a central theme of Fight Club from a philosophical perspective. Topics discussed include:Fight Club, Plato's cave and Descartes' cogito moral disintegration identity, gender and masculinity visuals and narration.Including annotated further reading at the end of each chapter, Fight Club is essential reading for anyone interested in the film, as well as those studying philosophy and film studies.