The Origin of Brands: How Product Evolution Creates Endless Possibilities for New BrandsHarper Collins, 2009. 3. 17. - 320페이지 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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12개의 결과 중 1 - 5개
... Power of Pruning 205 Chapter 14 Creating a Category 227 Chapter 15 Establishing an Enemy 257 Chapter 16 Launching the Brand Chapter 17 Wrapping Things Up INDEX 267 285 297 ON THE ORIGIN OF SPECIES BY MEANS OF NATURAL SELECTION.
... SPECIES BY MEANS OF NATURAL SELECTION , OR THE PRESERVATION OF FAVOURED RACES IN THE STRUGGLE FOR LIFE . BY CHARLES DARWIN , M.A. , FELLOW OF THE ROYAL , GEOLOGICAL , LINNEAN , ETC. , SOCIETIES ; AUTHOR OF JOURNAL OF RESEARCHES DURING ...
... 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 sides , and to overtop and kill the surrounding ...
... species which lived during long-past geological periods, very few now have living and modified descendants. From the first growth of the tree, many a limb and branch has decayed and dropped off; and these lost branch- es of various ...
... Species, 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 species of ...
목차
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 |