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.
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CONTENTS INTRODUCTION ix Chapter 1 The Great Tree of Life 1 Chapter 2
Predicting the 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
We're opposed to market research when it attempts to predict the 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
How Product Evolution Creates Endless Possibilities for New Brands Al Ries,
Laura Ries. TV, creating many new branding opportunities. Chapter 2 Predicting
the Future CHARLES DARWIN WAS A VISIONARY. Broadcast television
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 ofSpecies, Darwin describes how
... just as cable TV was emerging. On the one hand, broadcast television, with
three networks, was generating hundreds of millions of dollars in revenues. On
the other hand, cable television had near-zero revenues and an uncertain future.
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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