The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands
What Charles Darwin did for biology, Al and Laura Ries do for branding.
In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success.Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet.
Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to:
Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.
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... overshadowed by a nearby branch called personal computer. The typewriter is
a dinosaur. Today you find most typewriters, slide rules, and adding machines
only in a fossil state. That is, in somebody's basement or attic and possibly listed
To find out what consumers want, companies spend lavishly on research. In a
recent year, American companies spent $6.2 billion on marketing research. (If
you've read some of our previous books, you know that we are big believers in
Microsoft, the world's second-most-valuable brand, is valuable because it
dominates the personal-computer-software category worldwide. It's hard to find a
brand more dominant in its category than Microsoft. Someday soon, we predict, ...
We need to have a better way to predict the future. Sadly, there is no way to
predict the future. The only chance you have of increasing your odds is by
studying the past. And what do you find when you compare the brands of
yesterday with the ...
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Survival of the Firstest
Survival of the Secondest
The Power of Pruning
Creating a Category
Establishing an Enemy
Launching the Brand
Wrapping Things Up
The Great Tree of LowTech Brands
The Mystery of the Missing Links