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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... 2004042466 ISBN-10: 0-06-057015-6 (pbk.) ISBN-13: 987-0-06-057015-6 (
pbk.) 05 06 07 08 09 ❖ / RRD 10 9 8 7 6 5 4 3 2 1 DEDICATED TO “
DIVERGENCE,” THE LEAST UNDERSTOOD, MOST POWERFUL FORCE IN.
If you want to create a powerful new brand, you should look for ways that your
product or service can diverge from an existing category. In other words, the best
way to build a brand is not by going after an existing category, but by creating a ...
You can't give a powerful competitor like IBM a two-and-a- half-year head start
and expect to win the race. By the time the Mac appeared, the IBM PC (and its
clones) were well on its way to becoming the industry standard. No. 3: IBM ($52 ...
9: Marlboro ($22 billion) We're not happy celebrating the glories of cigarette
marketing, but there's no question that Marlboro has become one of the world's
most powerful brands. How did Marlboro do it? It was a long way from being the
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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