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视觉锤

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定位大师艾·里斯的接班人劳拉·里斯传承定位理论的首部作品。
“定位”,是一个语言概念,是钉子,将定位这个钉子钉入消费者心智的工具就是视觉锤。(艾·里斯)

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Content Description

定位理论的传承和发展
定位就是在消费者心智中找到一个空位,然后植入一颗钉子。
视觉时代,抢占消费者心智的较好方法并非只用“语言的钉子”,还要运用强有力的“视觉锤”,视觉形象就像锤子,可以更快、更有力地建立定位并引起顾客共鸣。
视觉形象和语言信息的关系好比锤子与钉子:要用视觉形象这把锤子,把你的语言钉子植入消费者的心智中。
Author Description

劳拉·里斯(Laura Ries),现任里斯伙伴品牌战略咨询公司全球总裁,定位理论的卓越继承者,美国公认的新一代营销战略大师,美国福克斯新闻频道、消费者新闻与商业频道、美国广播公司和美国有线电视新闻网等频道和栏目的特约战略顾问,并为全球《财富》500强企业提供品牌战略咨询服务。1994年,劳拉·里斯成为艾·里斯的合伙人,先后合著《品牌22律》《品牌的起源》《董事会里的战争》等商业经典,把定位理论带上了新的巅峰。
2011年11月,艾·里斯先生在参加“第20届中外管理官产学恳谈会”时接受中央电视台2套财经频道《经济新闻联播》采访,并在采访中宣布正式退休,并选定劳拉·里斯作为接班人。
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★“定位”,是一个语言概念,是钉子,将定位这个钉子钉入消费者心智的工具就是视觉锤。
——艾·里斯

★随着定位理论在国内的传播,越来越多的中国企业家关注到心智以及在潜在顾客心智中占据一个位置对于品牌的重要性。企业家们同时发现,除了找到“语言钉子”(定位概念)外,将“钉子”植入潜在顾客心智在媒体爆炸的今天变成了较大的挑战。《视觉锤》一书的诞生为企业家们提供了解决方案,在众多的传播媒介和途径中,产品和服务本身无疑最有成效,嵌于产品和服务中的“视觉锤”正是在顾客接触产品和服务的过程中不知不觉将品牌的定位植入潜在顾客的心智中的。
——张云 里斯伙伴中国公司总经理
Catalogue

总序
推荐序
前言
第1章锤子:惊人的力量
第2章钉子:终极目标
第3章形状:简单的就是最好的
第4章颜色:对立
第5章产品:完美的锤子
第6章包装:做得不同
第7章动态:比静态更有效
第8章创始人:天生的锤子
第9章符号:将无形视觉化
第10章名人:双刃剑
第11章动物:把动物人格化
第12章传承:让历史发挥作用
第13章你的锤子:如何找到一个视觉锤
附录A定位思想应用
附录B企业家感言

Introduction

40年前,《广告时代》(Advertising Age)发表了我和杰克特劳特共同撰写的系列文章“定位时代的到来”(The Positioning Era Cometh)。
9年后,麦格劳–希尔公司出版了我们的《定位》(Positioning)一书,随后“定位”成为营销界影响最大的概念之一。(2001年,麦格劳–希尔公司推出了该书的20周年版。)
迄今为止,《定位》一书在全球已经售出了100多万册,这还不包括在中国售出的40万册。
对任何概念来说,40年保持不变都太久了,尤其是在快速变革的营销界。从现在来看,这个概念显得有些老。
它过时了吗?
很多公司仍然在为它们的品牌撰写“定位”报告,很多营销战略都称是为了在消费者的心智中建立“定位”。
就在2009年,《定位》一书被《广告时代》的读者选为“读到过的最好的营销类图书”。(同年,哈佛商学院出版了《有史以来100本最好的商业图书》一书,《定位》名列其中。)
其他作者还在围绕这个主题写书。近期出版的有《给品牌定位》(Positioning the Brand)、《竞争定位》(Competitive Positioning)和《为专业定位》(Positioning for Professionals)。
尽管在过去40年中,营销界发生了很多革命性的变革,但定位看起来似乎依然很重要。互联网、社交媒体、移动营销、公关的崛起,还有谷歌、Facebook、推特、Groupon、LinkedIn以及很多其他数字技术都在以不同方式影响着消费者。
这些发展都很重要,也具有革命性的意义,但它们仍然是战术层面的。要成为一个成功的品牌,仅有最新的战术是不够的,它还需要战略,这就是“定位”能持续获得关注的原因。
定位理论有一个弱点。定位战略无一不是用语言表达的。在执行定位战略时,你寻找心智中的语言空缺,用你的品牌名填补这个空缺。例如,雷克萨斯填补了“日本豪华车”这个空缺。一旦雷克萨斯品牌牢牢地定位在人们心智中,它几乎可以不受竞争的影响。
尽管“语言”定位战略获得了成功,但可能会让一部分读者感到惊讶,进入心智最好的方法不是依靠文字,而是依靠视觉。
1973年,心理学教授莱昂内尔斯坦丁做了一项调查研究。他请研究对象在5天之内看了10 000张图片。每张图片展示5秒钟。之后,在向研究对象展示成组的图片时(一张是他们见过的,一张是此前没有见过的),他们能记住之前看到过的70%的图片。
这一统计结果非常显著。试试展示10 000条广告口号,每条5秒钟,一个人在5天之后还能记住多少?
在一个传播信息过度的社会里,消费者很少会记住定位口号。无论语言组织得多么巧妙,或你的定位概念在焦点小组测试中得到的反馈多好,如果消费者没有记住你的信息,一切都没有价值。
什么语言信息可以停留在消费者的心智中?
是什么让某些概念可以存在人的记忆中长达几年,甚至几十年?
是情感。
想想你的过去。你印象最深刻的是哪些事?
是那些让你心跳加速、血压升高的事情。那些事情是带有情感的。
你结婚的那一天。你女儿结婚的那一天。你发生车祸的那一天。你升职的那一天。你买了第一套房子的那一天。这些事情你都可以在脑子里画面重现。
视觉具备情感力量,这是书面文字或声音所没有的。观察一下在电影院看电影的观众。他们会放声大笑,有时还会落泪哭泣。
再观察一下读小说的人,可能电影还是从这部小说改编而来,但你几乎不会看到任何外现的情感迹象。
这就是在屏幕上的视觉与书本上的文字的差异。一个是能引发情感的,另一个则不能。
是情感使得记忆长时间存在于心智中,但为什么视觉是带情感的,而文字不带?
那是因为每个人的大脑实际是由两个部分组成的,左半脑和右半脑。
你的左半脑处理连续的信息,它用语言思考,是线性、系统性地工作的。
你的右半脑处理平行的信息,它用意象思考,它“看”整体全局。
每个消费者都有两个半脑,一个负责语言,一个负责视觉。
定位规划的目的是要把一个字眼或一个语言概念植入消费者的心智中,最好的方法不是依靠文字,而是依靠具有情感诉求的视觉。
但也不是任何视觉都可行。毕竟,广告和其他形式的传播都充斥着各种视觉图像。
品牌需要的是能够强化其语言定位概念的视觉。
视觉会引起右半脑的注意,右半脑会向左半脑传递一个信息,令左半脑去读或听与这个视觉相关的语言文字。
“定位”,是一个语言概念,是钉子,将定位这个钉子钉入消费者心智的工具就是视觉锤。
这是劳拉提出的概念,我非常期待它成为与“定位”一样著名的理论。
艾·里斯


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