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Index
Preface: By Al Ries
Chapter 1 – HAMMER: Its astonishing power.
Chapter 2 – NAIL: The ultimate objective.
Chapter 3 – SHAPE: Simple is best.
Chapter 4 – COLOR: Be the opposite.
Chapter 5 – PRODUCT: The ideal hammer.
Chapter 6 – PACKAGE: Make it different.
Chapter 7 – ACTION: More effective than stills.
Chapter 8 – FOUNDER: Natural-born hammers.
Chapter 9 – SYMBOL: Visualizing the invisible.
Chapter 10 – CELEBRITY: Pros & cons.
Chapter 11 – ANIMAL: Anthropopathy works.
Chapter 12 – HERITAGE: Putting the past to work.
Chapter 13 – YOUR HAMMER: How to find one.
Laura Ries: About the author
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