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.
5개의 결과 중 1 - 5개
... new brands THE ORIGIN OF BRANDS ALSO BY AL AND LAURA RIES.
Authors of the National Bestseller The Fall of Advertising & the Rise of PR HOW
PRODUCT EVOLUTION CREATES ENDLESS POSSIBILITIES FOR NEW
... Product Evolution Creates Endless Possibilities for New Brands Al Ries, Laura
Ries. Named after the Swiss chemist who developed the beer (Hersch Gablinger)
, the new light-beer product was launched with a massive advertising program.
Most test marketing is done to measure the effectiveness of the brand's
advertising. And since you shouldn't do much, if any, advertising in launching a
brand, the value of test marketing is greatly re- duced. (See chapter 16, “
Launching the ...
It was a long way from being the first cigarette brand. Conventional wisdom
suggests that advertising was the dominant element in Marlboro's success. But
advertising is only a tool. You can build a house with a hammer, but you DIVIDE
이 도서에 대해 볼 수 있는 페이지 한도에 도달하셨습니다.
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