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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First there was a branch called computer. Today that computer branch has
diverged and now we have mainframe computers, midrange computers, network
computers, personal computers, laptop computers, and handheld computers.
A branch called typewriter, for example, diverged and formed multiple branches
called manual typewriter, portable typewriter, and electric typewriter. Today the
typewriter branch has decayed and is about to drop off, overshadowed by a ...
Somewhere in the distant past, the ancestor of the lion (panthera) diverged and a
new species was created called a leopard. In the same way, the panthera
diverged a number of times creating the jaguar, the tiger, and the lion. That's the
Coca-Cola became a big brand because it created a new market called cola.
Coca-Cola created a tiger in a market populated by lions, leopards, and jaguars.
Powerful new brands are always created this way . . . by divergence of an
Take Motorola, for example. The company made the classic line-extension
mistake. Putting the Motorola name on an emerging new category called the
cellphone. But didn't IBM do the same thing as Motorola? Put the IBM name on
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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