Visual Positioning Sticks

“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 Apple‘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.


Behavioral Archetypes chart


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