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.
6개의 결과 중 1 - 5개
The high priest of a traditional-marketing company is the director of marketing
research. To find out what consumers want, companies spend lavishly on
research. In a recent year, American companies spent $6.2 billion on marketing
1: Coca-Cola ($70 billion) This is an astounding number because it is almost
three times the physical assets of the Coca-Cola Company, which are on the
books at $24.5 billion. How did the Coca-Cola brand achieve such a lofty value?
2: Microsoft ($65 billion) How did mighty Microsoft achieve branding
preeminence in such a relatively short time? (The company is just 29 years old
compared with 118 for Coca-Cola.) Microsoft didn't get mighty by building a better
4: General Electric ($42 billion) GE can trace its history back to Thomas Edison,
who invented the electric lightbulb in 1879. His company (Edison Light Company
) eventually became the General Electric Company. As revolutionary in its time as
The company dropped everything (paper, rubber products including tires and
boots, electronics, machinery, and computers) to focus on cellphones. Once
again, the power of pruning. No. 7: Disney ($28 billion) What built the Disney
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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