The Origin of Brands: How Product Evolution Creates Endless Possibilities for New BrandsHarper Collins, 2009. 3. 17. - 320ÆäÀÌÁö 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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... Future of Your Company Depends on It The 22 Immutable Laws of Marketing * Horse Sense * Bottom - Up Marketing * Marketing Warfare * Positioning : The Battle for Your Mind * * WITH JACK TROUT THE ORIGIN OF BRANDS HOW PRODUCT EVOLUTION ...
... Future 9 Chapter 3 Divide and Conquer 17 Chapter 4 Gradual Change vs. Divergence 27 Chapter 5 The Curse of the Clock Radio 39 Chapter 6 Swiss Army Knife Thinking 53 Chapter 7 Bad Ideas Never Die 77 Chapter 8 The Great Tree of High-Tech ...
... future. 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 ...
... Chapter 2 Predicting the Future CHARLES DARWIN WAS A VISIONARY. BROADCAST TELEVISION BRANCHED OUT INTO CABLE TV AND SATELlite TV , CREATING MANY NEW BRANDING OPPORTUNITIES . THE PANTHERA , AN ANCIENT ANIMAL , DIVErged over time.
... Future. CHARLES DARWIN WAS A VISIONARY. He could see effects that took place over millions of years even though these effects couldn't be directly observed in the real world. In The Origin of Species, Darwin describes how natural ...
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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 |