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.
10개의 결과 중 1 - 5개
T H E O R I G I N O F AL & LAURA RIES “Illuminating examples and wry humor
combine for a delightful read.” —Harvard Business Review how product
evolution creates endless possibilities for new brands THE ORIGIN OF BRANDS
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 ...
This happens when you ask 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
In a recent year, for example, HBO was reported to have made more money than
ABC, CBS, NBC, and Fox put together. And so it goes. Big companies tend to see
things the way they are. Entrepreneurs tend to see things the way they could ...
Wherever you look, you see the same phenomenon at work. A category might
start with a single product, often a single brand. And over time, it explodes into
many different categories and many different brands. Take television, for example
다른 사람들의 의견 - 서평 쓰기
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