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.
8개의 결과 중 1 - 5개
The green and budding twigs may represent existing species; and those
produced during each former year may represent the long succession of extinct
species. At each period of growth all the growing twigs have tried to branch out
on all ...
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
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
Sadly, most companies “stretch” an existing brand to cover the new category.
This represents the biggest mistake in marketing. Consider computers. Initially all
computers were mainframe computers, a category dominated first by Remington
Branding opportunities do not lie in the pursuit of existing markets. Branding
opportunities lie in the creation of new markets. A new brand is like a new
species. A new species does not evolve from an existing species. If the “lion” is a
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