The Origin of Brands: How Product Evolution Creates Endless Possibilities for New BrandsHarper Collins, 2009. 3. 17. - 320페이지 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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... consumers what they will do rather than what they have done. We're not opposed to market research that explores the past. Why consumers chose the brands they did, for example. Consumers don't know what they will do until they are ...
... consumer behavior , how can a company figure out what might happen to a new brand in the marketplace ? The Role of Test Marketing What about another component of traditional marketing , test mar- keting ? Should a new product be tested ...
... consumer - product makers in the United States introduce more than thirty thousand new products and services . That's thirty thousand opportunities to introduce another Southwest Airlines , an- other Swiffer , another Google , another ...
... consumer products at 95 percent and new Europe- an consumer products at 90 percent. Nor are our successes much to ... Consumers might complain about confusion, but fundamen- tally they like choice. Try opening a supermarket with some ...
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목차
1 | |
9 | |
17 | |
27 | |
The Curse of the Clock Radio | 39 |
Swiss Army Knife Thinking | 53 |
Bad Ideas Never Die | 77 |
The Great Tree of HighTech Brands | 89 |
Survival of the Firstest | 161 |
Survival of the Secondest | 185 |
The Power of Pruning | 205 |
Creating a Category | 227 |
Establishing an Enemy | 257 |
Launching the Brand | 267 |
Wrapping Things Up | 285 |
INDEX | 297 |