“Visual consistency is even more important than verbal consistency. You can sometimes successfully change a verbal nail, but not a well-established visual hammer. Look at what happened when Tropicana tried to drop its straw-in-the-orange image.” Says Laura Ries, a consultant whose iBook “Visual Hammer” is available at ‘s iBookstore
In today’s inter-connected global economy, Marketers need to go beyond crafting verbal positioning by translating it into visual images it can crosss borders without needing verbal translation.
Here are some examples.