Battlecry: Winning the Battle for the Mind with a Slogan That Kills.
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Numar articol:187842744
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Anuntul a expirat la:22.12.2020, 15:05
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Specificatii
Why are most slogans and taglines ineffective? Because they're just
words and a mind cannot understand words. A mind can only
understand sounds. Why do most Americans remember the battlecry of
the French Revolution (Liberte, egalite, fraternite) when they
cannot remember the battlecry of the American Revolution? Because
the sounds of the words Liberte, egalite, fraternite 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. (1) Rhyme: Roto-Rooter, that's
the name. And away go troubles down the drain. (2) Alliteration:
M&Ms melt in your mouth, not in your hands. (3) Repetition: The
few. The proud. The Marines. (4) Reversals: Two great tastes that
taste great together. Reese's peanut butter cups. (5)
Double-entendre: A diamond is forever. 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. 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. The contour bottle helps
drive The real thing into the minds of cola drinkers. The duck
helps drive the Aflac name into prospects' minds. The
straw-in-the-orange helps drive Not from concentrate into the minds
of Tropicana buyers. 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. 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. 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.
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