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
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, then animals, our
fellow brethren in pain, disease, suffering and famine—our slaves in the most ...
... branches converged to form a single branch? Perhaps, but this is highly
unlikely in nature. It's also highly unlikely in products and services. Some
Categories Live. Some Categories Die. Darwin explains: “Of the 2 | THE ORIGIN
In The Origin ofSpecies, Darwin describes how natural selection gradually
increases the number of species that populate the earth: “This gradual increase
in number of the species of a group is strictly conformable with the theory, for the
How Product Evolution Creates Endless Possibilities for New 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
... the distant past, the ancestor of the lion (panthera) diverged and a new species
was created called a leopard. In the same way, the panthera diverged a number
of times creating the jaguar, the tiger, and the lion. That's the way nature works.
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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