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.
15개의 결과 중 1 - 5개
Today that computer branch has diverged and now we have mainframe
computers, midrange computers, network computers, personal computers, laptop
computers, and handheld computers. The computer didn't converge with another
Today the typewriter branch has decayed and is about to drop off, 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
Another way of looking at the situation is that categories don't diverge until there
is an available brand for consumers to purchase. Today, four out of the five best-
selling beer brands are light beers. Before the 1975 national launch of Lite beer,
Where. Does. Opportunity. Lie? Are you better off trying to take a piece of an
established market like network TV or are you better off trying to establish a new
brand in an uncertain new category like cable TV? Hindsight is twenty-twenty.
... 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 brands of today?
다른 사람들의 의견 - 서평 쓰기
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