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大家好！我是劳拉·里斯。今天我以一个崭新的身份--劳拉视觉锤咨询创始人与大家见面，一起聊聊视觉锤，以及劳拉视觉锤咨询这家公司。再过一两个月，劳拉视觉锤公司将迎来人生的第一个周岁。Hello everyone! I’m Laura Ries. Today, I’m here to introduce myself in a new role—the founder of Laura Visual Hammer Consulting. I’m excited to share with you about Visual Hammer and our company, Laura Visual Hammer Consulting, which will soon celebrate its first anniversary in just a month or two.视觉锤理论起源于美国，但视觉锤实践却发生在中国。尤其是随着经济的快速发展，中国品牌在国际市场上逐渐崭露头角。近几年，我们看到越来越多中国品牌将视觉锤运用到自己的实践。例如中国餐饮增长王费大厨、中国建材增长王大角鹿、中国儿童钙增长王迪巧小黄条、中国酱油增长王千禾味业等众多企业，它们借助视觉锤的力量，都取得了非常不错的效果。The theory of Visual Hammer originated in the United States, but its practice has flourished in China. As China’s economy rapidly developed, Chinese brands began to emerge prominently on the international stage. In recent years, we’ve witnessed more and more Chinese brands applying the Visual Hammer in their practices. For example, companies like Chef Fei, the growth king in Chinese catering industry; Deertile, the growth king in Chinese building materials; The Gloden Sachets of De·Cal, the growth king in Chinese children's calcium supplements; and Qianhe Food, the growth king in Chinese soy sauce, have all achieved remarkable results by leveraging the power of the Visual Hammer.面对视觉时代的来临，为给客户提供完整、全球领先的视觉锤战略，去年年底（2023年），里斯战略咨询组建并成立了劳拉视觉锤咨询公司。作为视觉锤的全球开创者与领导者，劳拉视觉锤咨询致力于为企业打造有定位的品牌视觉，帮助企业攻占心智、致胜全球。As we step into the visual era, to provide clients with a comprehensive and globally leading Visual Hammer strategy, Ries Positioning Strategy & Consulting established Laura Visual Hammer Consulting at the end of last year (2023). As the global pioneer and leader in Visual Hammer, Laura Visual Hammer Consulting is dedicated to crafting brands with strong positioning through visual strategy, helping businesses secure a place in consumers’ minds and win globally.与此同时，为让大家更好地了解视觉锤，通过打造有定位的品牌视觉，助力更多中国企业塑造全球品牌。今天，我们开辟出一个新的交流天地。作为了解劳拉视觉锤的重要窗口，我们希望通过“劳拉视觉锤”公众号，向大家分享视觉锤方法论、经典案例，以及劳拉视觉锤咨询公司的最新动态。At the same time, to help you better understand Visual Hammer and assist more Chinese companies in shaping global brands through targeted brand visuals, we’ve created a new platform for communication. Through the "Laura Visual Hammer" WeChat public account, we aim to share Visual Hammer methodologies, classic case studies, and the latest updates from Laura Visual Hammer Consulting. We hope this will serve as an important window for everyone to get to know Visual Hammer better.眼下，商业竞争和传播环境发生了巨大变化，仅靠文字语言的定位已经不够了。随着营销实践以及对心智研究的不断深入，我们发现，人的左右脑分工不同。左脑处理连续的信息，它用语言思考，线性、系统性地工作；右脑处理平行的信息，它用意象思考，它“看”全局。左右脑相互影响。值得一提的是，相比于文字，视觉更占优势，它具有情感的力量，比文字更加深入人心，并且能将文字植入心智。这也是我十几年前提出视觉锤理念的原因。Today’s business competition and communication landscape have
drastically changed; relying solely on verbal positioning is no longer enough.
As we continue to delve into marketing practices and study the human mind,
we’ve discovered that the brain’s two hemispheres function differently. The
left brain processes sequential information, thinks in words, and works
linearly and systematically. The right brain, on the other hand, processes
parallel information, thinks in images, and "sees" the whole picture.
The two sides influence each other. Notably, visuals have an advantage over
text; they carry emotional power, resonate more deeply, and can embed words
into the mind. This is why I proposed the concept of Visual Hammer over a
decade ago.用一个简单的比喻来说，定位是一个语言文字概念，是钉子，视觉锤就是将定位这个钉子钉入消费者心智的工具。对于所有的品牌来说，都需要找到一个合适的视觉形象，或者说“视觉锤”，才能在消费者当中占据一席之地。视觉锤的核心思想是用视觉的方式把你的概念植入消费者的心智，从而占据心智中的位置，形成自己的定位。To put it simply, positioning is a verbal concept, the nail, and the Visual Hammer is the tool that drives this nail into the consumer's mind. Every brand needs to find an appropriate visual image, or "Visual Hammer," to secure its place among consumers. The core idea of Visual Hammer is to implant your concept into the consumer's mind through visual means, thereby occupying a position in their mind and establishing your brand’s positioning.作为里斯集团旗下专注于视觉锤咨询的全球机构，劳拉视觉锤咨询公司的无限活力和创造力，源自多元且国际化的团队。我邀请《视觉锤》以及定位系列9本书的译者寿雯、知名创意人王国任，与我一同领导视觉锤中国团队整体服务。As a global institution under the Ries Group, focused on Visual Hammer consulting, Laura Visual Hammer Consulting’s boundless energy and creativity stem from a diverse and international team. I’ve invited Jessica Shou, the translator of "Visual Hammer" and nine other books in the positioning series, and renowned creative expert Wang Guoren to lead the Visual Hammer China team alongside me.同时我们还招纳了一批深谙视觉锤理念的精髓的同仁加入，他们由不同文化背景和专业领域的专长人才组成。短短几个月，我们很快就找到了自己的节奏、发展迅速，并在服务企业的过程中，得到越来越多企业家们的信任和认可，共同创造了许多成功的视觉锤案例。We’ve also welcomed a group of colleagues deeply versed in the essence of the Visual Hammer concept, all of whom come from various cultural backgrounds and fields of expertise. In just a few short months, we’ve quickly found our pace, grown rapidly, and, through our work with enterprises, earned the trust and recognition of more and more entrepreneurs, creating many successful Visual Hammer cases together.在过去的一年中，我们基于以往的实践经验，着力把视觉锤理念系统化，形成了一套视觉锤战略体系，为企业量身定制符合品牌定位的视觉规划与营销方案。这些方案不仅注重视觉影响力，更追求与品牌定位的深度契合，旨在通过视觉的力量强化消费者对品牌的心智认知。Over the past year, we’ve focused on systematizing the Visual Hammer concept based on our practical experience, forming a strategic Visual Hammer framework. This framework offers tailored visual planning and marketing solutions that align with a brand’s positioning. These solutions emphasize not only visual impact but also deep alignment with brand positioning, aiming to strengthen consumers’ mind perception of the brand through visual power.20世纪属于美国，21世纪则属于中国。在这里，我非常激动和高兴地要跟大家提前透露，在《视觉锤》再版升级即将发布之际，我本人也十分期待在不久的将来，在中国与大家见面。最后，希望劳拉视觉锤咨询中国团队，可以为中国品牌在视觉锤战略方面提供更多专业服务，帮助中国品牌取得成功，并创造无限可能。The 20th century was America’s century; the 21st century is the century of China. I’m thrilled and happy to share with you in advance that as the updated version of the "Visual Hammer" book is about to be reissued, I will soon be meeting you in person in China. Lastly, I look forward to seeing the Laura Visual Hammer Consulting China team provide more professional services in visual marketing strategy, helping Chinese brands succeed and create limitless possibilities.
Founder of Laura Visual Hammer ConsultingGlobal Chairwoman of Ries Positioning Strategy & Consulting![]()
