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.
17개의 결과 중 1 - 5개
... 14 Creating a Category 227 Chapter 15 Establishing an Enemy 257 Chapter
16 Launching the Brand 267 Chapter 17 Wrapping Things Up 285 INDEX 297
INTRODUCTION IT HAS BEEN TWENTY-THREE YEARS since the publication of
You have to look for opportunities to create new categories by divergence of
existing categories. And then you have to become the first brand in this emerging
new category. In the “great tree of brands,” a successful brand is one that
Traditional marketing is not focused on creating new categories. Traditional
marketing is focused on creating new customers. Traditional marketing involves
finding out what consumers want and then giving them what they want, better and
If you want to improve your odds, you need to forget all you have learned about
traditional marketing. You need a new theory of how to build a brand. You need
to learn the Darwinian principle of divergence. TV, creating many new branding ...
TV, creating many new branding opportunities. Chapter 2 Predicting the Future ...
DARWIN WAS A VISIONARY. Broadcast television branched out into cable TV
and satellite The panthera, an ancient animal, diverged over time to create.
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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