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
By divergence of existing branches. How do new species arise? By divergence of
existing species. When he was just twenty-eight years old, Charles Darwin jotted
down his view of nature in his notebook: “If we choose to let conjecture run wild ...
By divergence of existing categories. • 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
If you want to build a successful brand, you have to understand divergence. 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 ...
Another way of looking at the situation is that categories don't diverge until there
is an available brand for consumers to purchase. Today, four out of the five best-
selling beer brands are light beers. Before the 1975 national launch of Lite beer,
... Brands Al Ries, Laura Ries. In nature, changes in the environment create the
conditions that cause species to diverge. In business, changes in technology and
in the cultural environment create the conditions that cause categories to diverge
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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