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.

source: http://adage.com/article/editorials/connect-consumers-visual-hammer-verbal-nails/233208/

Behavioral Archetypes chart

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