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.
14개의 결과 중 1 - 5개
Traditional marketing involves finding out what consumers want and then giving
them what they want, better and cheaper than the competition. The high priest of
a traditional-marketing company is the director of marketing research. To find out
What about another component of traditional marketing, test marketing? Should a
new product be tested in a regional or local market before a national introduction
? Test marketing has some benefits, but we believe the negatives THE GREAT ...
That's what launching a new brand is all about. You make a bet on your ability to
predict what is likely to happen to your new product or service in the future.
Something Is Wrong with Our Predictions A recent Nielsen BASES 12 | THE
... by studying the past. And what do you find when you compare the brands of
yesterday with the brands of today? ... forty thousand items. What's happened in
grocery stores has also happened in drugstores, clothing stores, appliance stores
What if Compaq had stayed a portable (or laptop) computer company? Would
Compaq today be a bigger and ... computers outsold desktop computers. Chapter
3 Divide and Conquer WHAT'S THE SIZE OF THE PREDICTING THE FUTURE
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