{"product_id":"battlecry-book-al-ries-9780984937097","title":"Battlecry","description":"Why are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds. \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","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49524405534993,"sku":"GOR013672079","price":10.0,"currency_code":"USD","in_stock":false},{"title":"US \/ WELL_READ \/ SBYB","offer_id":50376464990481,"sku":"CIN0984937099A","price":4.42,"currency_code":"USD","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50809211519249,"sku":"CIN0984937099VG","price":6.18,"currency_code":"USD","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":51010600599825,"sku":"NIN9780984937097","price":15.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0984937099.jpg?v=1751438994","url":"https:\/\/www.worldofbooks.com\/products\/battlecry-book-al-ries-9780984937097","provider":"World of Books ","version":"1.0","type":"link"}