{"product_id":"battlecry-winning-the-battle-for-the-mind-with-a-slogan-that-kills-paperback","title":"Battlecry: Winning the battle for the mind with a slogan that kills. - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eAl Ries\u003c\/b\u003e (Introduction by), \u003cb\u003eLaura Ries\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eWhy are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds. \u003c\/p\u003e\u003cp\u003e Why do most Americans remember the battlecry of the French Revolution (Libert ,  galit , fraternit ) when they cannot remember the battlecry of the American Revolution? \u003c\/p\u003e\u003cp\u003e Because the sounds of the words \"Libert ,  galit , fraternit \" rhyme and that's one of the powerful techniques for creating a memorable slogan. In addition to \"rhyme,\" there are four other techniques outlined in my new book, Battlecry.\u003c\/p\u003e\u003cp\u003e (1) Rhyme: \"Roto-Rooter, that's the name. And away go troubles down the drain.\"\u003c\/p\u003e\u003cp\u003e (2) Alliteration: \"M\u0026amp;Ms melt in your mouth, not in your hands.\"\u003c\/p\u003e\u003cp\u003e (3) Repetition: \"The few. The proud. The Marines.\" \u003c\/p\u003e\u003cp\u003e (4) Reversals: \"Two great tastes that taste great together. Reese's peanut butter cups.\"\u003c\/p\u003e\u003cp\u003e (5) Double-entendre: \"A diamond is forever.\" \u003c\/p\u003e\u003cp\u003e You might think companies and their ad agencies would be wise to these techniques. But few slogans actually use any of these memory-building tactics. In a recent survey of 266 advertising slogans, only 19 used any one of them. \u003c\/p\u003e\u003cp\u003e Battlecry is a companion book to my previous book, Visual Hammer, and should be read together. Creating a slogan is only half the battle. The other half of the battle is a visual that will help drive your slogan into prospects' minds. \u003c\/p\u003e\u003cp\u003e The contour bottle helps drive \"The real thing\" into the minds of cola drinkers. \u003c\/p\u003e\u003cp\u003e The duck helps drive the Aflac name into prospects' minds. \u003c\/p\u003e\u003cp\u003e The straw-in-the-orange helps drive \"Not from concentrate\" into the minds of Tropicana buyers. \u003c\/p\u003e\u003cp\u003e Even \"The ultimate driving machine\" would not have been effective, in my opinion, without a visual hammer. And what was BMW's visual hammer? It was the television commercials showing BMWs being driven over winding road by happy owners. \u003c\/p\u003e\u003cp\u003e Over the years, there have been many advertising campaigns showing beautiful automobiles being driven over lush, winding roads. The hammers are terrific, but the nails are missing. \u003c\/p\u003e\u003cp\u003e The trick is to find the right combination of a visual hammer and a verbal nail. And my two books, Battlecry and Visual Hammer, can help you do exactly that.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003eLaura Ries is a leading marketing strategist, best-selling author and television personality. Together with Al Ries, the father of positioning and also her father, she consults with companies around the world. She is co-author of five marketing books that have become bestsellers. The 22 Immutable Laws of Branding (1998), The 11 Immutable Laws of Internet Branding (2000), The Fall of Advertising \u0026amp; the Rise of PR (2002), The Origin of Brands (2004), and War in the Boardroom (2009). Visual Hammer was Laura's debut solo book. It has been translated into the Chinese, Russian, Turkish, Polish and German languages. Battlecry complements Visual Hammer by outlining five strategies for improving the effectiveness of a company's slogan.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 138\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.3 x 9.02 x 5.98 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e September 04, 2015\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":52478598381875,"sku":"9780984937097","price":28.58,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0300\/5595\/6612\/files\/Q3hZQlhMYXZZWlZwZFp2KzJWcjIyZz09.webp?v=1759651135","url":"https:\/\/www.vysn.com\/products\/battlecry-winning-the-battle-for-the-mind-with-a-slogan-that-kills-paperback","provider":"VYSN","version":"1.0","type":"link"}