Nails are more important, but the hammer is more powerful

 

　　Speaking of the visual hammer, this seems to be a concept that everyone knows well. When you really talk about it, you can't tell what it is.

 

　　This is because the book "Visual Hammer" does not give a clear definition of "visual hammer". If you want to find a definition in the book, the closest thing is probably the sentence that A. Rees wrote in the foreword:

 

　　"Positioning is a language concept, a nail. The tool that nails this nail into the mind of the consumer is the visual hammer."

 

　　But in fact, this is not very accurate. Because in the last chapter of the book, Laura divided the three stages of the visual hammer: unrelated visual hammers, associated visual hammers, and implantable visual hammers. Among them, "unrelated visual hammer" is a visual element that does not reach the language nail, but Laura still calls them "visual hammer." So in Laura's view, the "visual hammer" can exist independently of the language.

 

　　Since there is no clear definition in the book, I try to give a concise definition of "visual hammer" to define its concept:

 

　　A visual hammer is a visual non-verbal message that can be used for brand recognition.

 

　　In her book, Laura Rees talks about two reasons why we need a "visual hammer":

 

　　Recognition is faster, they can be identified almost immediately;

 

　　Remember that longer, vision has emotional power, making memory exist in the mind for a long time.

 

　　In fact, the reason why "the visual hammer is stronger" is more than that.

 

　　First, the “visual hammer” is a supplement to the “language nail”, and the “visual hammer” can be used to maximize the transmission efficiency.

 

　　According to a survey by American psychologist Albert Meribin, up to 93% of interpersonal communication is conducted in non-verbal languages, and only 7% of communication is conducted through language. In non-verbal communication, about 55% of communication is conducted through body language such as facial expressions, physical gestures, and gestures, and 38% is performed by pitch.

 

　　In other words, the proportion of visual non-verbal information has reached more than half.

 

　　Enterprise resources are limited, and each contact resource is extremely valuable. You have so painstakingly designed a "language nail" that can occupy the mind of the customer. Why not consider having a "visual hammer" that helps the brand compete?

 

　　"Visual Hammer" is brand recognition, but its meaning is not limited to recognition. Laura’s “visual hammer” is another “hand in hand” that has long been forgotten and brand communication.

 

　　Second, the "visual hammer", like the "language nail", contains great competitive value, but few people can understand it.

 

　　For example, in May 2010, I took two colleagues to drink a month of Red Bull in a small office in Soho, Beijing, only to complete the revision of the "Entrepreneur" magazine.

 

　　At that time, the magazine president Niu Wenwen (now the chairman of Heimaying), the editor-in-chief Shen Yin (later founded "Luo Ji Thinking") and the executive deputy editor Liu Tao (now founded his own flower tea brand) are involved.