.

http://www.litres.ru/pages/biblio_book/?art=6495488
. / : , ;
; 2014
ISBN 978-5-91657-980-2

& ,
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5
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109
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133
155
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172

. . .

LAURA RIES
VISUAL HAMMER
Nail Your Brand into the Mind with the Emotional Power of a Visual Hammer

Laura Ries, 2012
, , . , , 2014
.
,
, .
-
(www.litres.ru)

. . .

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18

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19

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20

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21

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22

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23

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24

. . .

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. , 1970
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.

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-. - : Volvo. For life
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25

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26

. . .

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Marlboro , , , . , .
Marlboro . . , ? , .
, .
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. Budweiser,
1995 .
, :
.

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, : , , .

27

. . .

, ,
, . .
.
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, Budweiser , King of Beers ( ),
. Here we go (
), Drinkability ().
.

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Wassup (.) ? . .

28

. . .

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, ,
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29

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31

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32

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Wal-Mart, . , -, .
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.
, .
, 1958
. , , ,
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, , U A,
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33

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.
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, .
, .

34

. . .

,

. Coca-Cola,
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.
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35

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37

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.

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38

. . .

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39

. . .

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.

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.
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, ,
.

40

. . .

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.
.
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. . 1990- ( 1991 2000 ,
) Kodak 125,2 ,
6,9 , 4,5 . ( 2001 2010 )
115 , 917 . ,
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( ) ().
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41

. . .

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. , , -? ( ,
.
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Kodak ? ,
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Lauren Purple Label ( Ralph Lauren).

. , 1929
, ,
.

;
42

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.

43

. . .

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45

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46

. . .

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, , Shell BP.
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47

. . .

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48

. . .

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.

49

. . .

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50

. . .

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51

. . .

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. Miller High Life, : Miller, Miller Clear, Miller Chill, Miller Genuine Draft, Miller Genuine Draft
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Genuine Draft 64 . ., . .).
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. , . , , Burger King
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. McDonalds. , ,
, .

52

. . .

, , . Burger King .
.
, , , .
. , Virgin Blue (
) - .

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, . Red Bull,
, ( , ).

53

. . .

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, : ?
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54

. . .

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).

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. , . , .

55

. . .

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56

. . .

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.

364
; 42 . Green Dot 2,4 .
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Green Mountain
: 2001 96,6 ,
1,4 .

, , .
, ,
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.
iPod 74 MP3-, , ,
, , SanDisk 7- .
57

. . .

.
, , .
Apple
.

MP3-?
, , , ,
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, , -
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, . , -
.
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.

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, .
, 58

. . .

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, , , ;
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. ,
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, , , ,
, Apple.

59

. . .

. (
)?
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. ,
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Applebee (.) -. . .

60

. . .

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).
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.

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, , , . ,
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, , .

61

. . .

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,
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.

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.
, ,
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. 2011 80 .
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62

. . .

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.
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63

. . .

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,
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, Rolls-Royce:
, .
, .
, , , Rolls-Royce, 2011 348 . Rolls-Royce
. -
, , .
, , ,
? , Rolls-Royce.

64

. . .

, 2011 250 426 Mazda.

, ?
.
Rolls-Royce Porsche, Ferrari Mini Cooper. , -
.
, , .
, Toyota
Prius. Prius 51 .

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Civic, 2002 .
Toyota Prius, Honda Civic.
? , Prius
. ; , , . .
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Civic , . Honda Civic. ,
. , , , .

65

. . .

Toyota Prius, .
Honda Civic Hybrid , .
Toyota Prius
. :
Prius .

.
Chevrolet Volt Nissan Leaf.
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, , Nissan
Leaf .
-.

, , Nissan Leaf
. ,
leaf ()?
66

. . .

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. Leaf ? , ,
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.

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. : , , Life Savers, ,
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, . Life Savers, Life Savers
, Life Savers .
Life Savers Holes
( ).

Life Savers (.) . . .

68

. . .

, , , , . Life Savers Gummy Savers .

Life Savers Holes .
Cheerios.
, , . , .
Cheerios. .
,
; Cheerios .

, Cheerios
? , ,
Cheerios.
Special K Kelloggs.
, ,
Thomas.
69

. . .

The Original Nooks & Crannies English Muffins (

) , .
.
Beach
.
, Crocs,

.

, - : , ,
, .
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.
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,
847,4 (168,2 ).
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1,4 229,2 . , . ,
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: , .
, - , . : ,
.

70

. . .

, EXO Italia Fury Hockey, , , .
Crocs ( ?!).
,
2010 Crocs : 789,7
67,7 .

.
Geox,
.
. ; 14 .
Geox - . Geox,

, .
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,
. ? .

71

. . .

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. ? . . ,
, , , .
Reebok , . ZigTech.
,
.

, . ZigTech, ,
ZigTech Nano, ReeZig .
, , ZigTech.
. ,
72

. . .

(, ). , , Louis Vuitton.
.

,
Louis Vuitton. ,
90 20 30 .
, , Louis Vuitton, , .
, , ,
. Louis Vuitton, Crocs
.
Interbrand , Louis Vuitton 16-
. 21,9 . 44-
Gucci, .
, Gucci , . , , -
G. , ?

73

. . .

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. .
Vogue . ,
(
Gucci) .
- , , .

, , , 2008 . .

.
2008
Change we can believe in (, ) .

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.
74

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75

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.

. , -.

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, - .

76

. . .

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.
Heinz .
, , . ,
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. ,
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, . .

77

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. -
, .
, , . ,
.
17 000 .

, , ,
.
,
, . , Vitaminwater.
, 2007 Coca-Cola Glaceau, Vitaminwater
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- .
,
, , .
Vitaminwater 4,1 , , .

78

. . .

. Vitaminwater ,
, , ,
.
, ,
, .
, , , . : Zubrowka Starka XVI
, Goldwasser XVII . Absolut , 1979 .

, , Absolut
.
, , .

N.W. Ayer .
, .
- . :
. , .
79

. . .

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Absolut ,
. : Absolut
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Advertising Age XX ( ,
).
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, . Smirnoff, , Absolut 70 . ,
, .
Absolut ?
, ,
.
,
Absolut
.
. ? , IBM, Xerox, Hewlett-Packard, General Electric, Verizon, Intel,
Nokia, Toyota, Cisco, Oracle AT&T?
, ,
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Rolex. Campbells. ,
, . , , , .
65 000 , , , , , ,
80

. . .

Absolut. :
, , , ,
, .
, , , , .
, , .
,
. Stella
Artois, 1999 .
-, Stella Artois, Interbrew,

.
, Interbrew 20 ,
, Heineken.
, Stella Artois

.
Stella Artois . Interbrew . Stella Artois 24,
.

( , Stella - . ,
, Stella Artois .)
Stella Artois ,
. , . , Stella
.

81

. . .

Stella Artois

Stella Artois, ,
. , ,
, , , .
Stella Artois, Absolut, Corona .
, , .
. , ,
, , .
, , French Connection. 2001
FCUK (
).

82

. . .

, , :
FCHK (French Connection Hong Kong) FCUK (French Connection United Kingdom).
, FCUK
French Connection United Kingdom ( French Connection),
. French Connection , FCUK fashion, FCUK
football, FCUK on the beach.
, . ,
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