導讀

10月22日，勞拉視覺錘咨詢全球啟航暨《視覺錘》十二年珍藏版發布會即在上海舉辦。

勞拉·里斯既是定位理論的傳承人，也是視覺錘理論的提出者。視覺錘理論起源于美國，影響了全球企業家。特別在中國，越來越多品牌將視覺錘運用到實踐中，也越來越多企業家開始關注“視覺錘”。

作為視覺錘的全球開創者與領導者，勞拉·里斯女士成立了勞拉視覺錘戰略咨詢，致力于為企業打造有定位的品牌視覺，幫助企業攻占心智、致勝全球。

以下是她寫給中國企業家的一封信，述說了她建立勞拉視覺錘戰略咨詢公司的緣由。

大家好！ 我是勞拉·里斯。 今天我以一個嶄新的身份--勞拉視覺錘咨詢創始人與大家見面，一起聊聊視覺錘，以及勞拉視覺錘咨詢這家公司。 再過一兩個月，勞拉視覺錘公司將迎來人生的第一個周歲。

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.

視覺錘理論起源于美國，但視覺錘實踐卻發生在中國。尤其是隨著經濟的快速發展，中國品牌在國際市場上逐漸嶄露頭角。近幾年，我們看到越來越多中國品牌將視覺錘運用到自己的實踐。例如中國餐飲增長王費大廚、中國建材增長王大角鹿、中國兒童鈣增長王迪巧小黃條、中國醬油增長王千禾味業等眾多企業，它們借助視覺錘的力量，都取得了非常不錯的效果。

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.

面對視覺時代的來臨，為給客戶提供完整、全球領先的視覺錘戰略，去年年底（2023年），里斯戰略咨詢組建并成立了勞拉視覺錘咨詢公司。作為視覺錘的全球開創者與領導者，勞拉視覺錘咨詢致力于為企業打造有定位的品牌視覺，幫助企業攻占心智、致勝全球。

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.

與此同時，為讓大家更好地了解視覺錘，通過打造有定位的品牌視覺，助力更多中國企業塑造全球品牌。今天，我們開辟出一個新的交流天地。作為了解勞拉視覺錘的重要窗口，我們希望通過“勞拉視覺錘”公眾號，向大家分享視覺錘方法論、經典案例，以及勞拉視覺錘咨詢公司的最新動態。

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，商業競爭和傳播環境發生了巨大變化，僅靠文字語言的定位已經不夠了。隨著營銷實踐以及對心智研究的不斷深入，我們發現，人的左右腦分工不同。左腦處理連續的信息，它用語言思考，線性、系統性地工作；右腦處理平行的信息，它用意象思考，它“看”全局。左右腦相互影響。值得一提的是，相比于文字，視覺更占優勢，它具有情感的力量，比文字更加深入人心，并且能將文字植入心智。這也是我十幾年前提出視覺錘理念的原因。

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.

用一個簡單的比喻來說，定位是一個語言文字概念，是釘子，視覺錘就是將定位這個釘子釘入消費者心智的工具。對于所有的品牌來說，都需要找到一個合適的視覺形象，或者說“視覺錘”，才能在消費者當中占據一席之地。視覺錘的核心思想是用視覺的方式把你的概念植入消費者的心智，從而占據心智中的位置，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.

作為里斯集團旗下專注于視覺錘咨詢的全球機構，勞拉視覺錘咨詢公司的無限活力和創造力，源自多元且國際化的團隊。我邀請《視覺錘》以及定位系列9本書的譯者壽雯、知名創意人王國任，與我一同領導視覺錘中國團隊整體服務。

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.

同時我們還招納了一批深諳視覺錘理念的精髓的同仁加入，他們由不同文化背景和專業領域的專長人才組成。短短幾個月，我們很快就找到了自己的節奏、發展迅速，并在服務企業的過程中，得到越來越多企業家們的信任和認可，共同創造了許多成功的視覺錘案例。

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.

在過去的一年中，我們基于以往的實踐經驗，著力把視覺錘理念系統化，形成了一套視覺錘戰略體系，為企業量身定制符合品牌定位的視覺規劃與營銷方案。這些方案不僅注重視覺影響力，更追求與品牌定位的深度契合，旨在通過視覺的力量強化消費者對品牌的心智認知。

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世紀屬于美國，21世紀則屬于中國。在這里，我非常激動和高興地要跟大家提前透露，在《視覺錘》再版升級即將發布之際，我本人也十分期待在不久的將來，在中國與大家見面。最后，希望勞拉視覺錘咨詢中國團隊，可以為中國品牌在視覺錘戰略方面提供更多專業服務，幫助中國品牌取得成功，并創造無限可能。

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.

勞拉·里斯

Laura Ries

勞拉視覺錘咨詢創始人

Founder of Laura Visual Hammer Consulting

里斯品類創新戰略咨詢全球主席

Global Chairwoman of Ries Positioning Strategy & Consulting

視覺時代的定位之道

勞拉視覺錘戰略咨詢全球啟航

暨《視覺錘》十二年珍藏版發布會

10月22日將在上海市舉辦

我們不見不散！