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.
6개의 결과 중 1 - 5개
It wasn't ABC, CBS, or NBC that started CNN, the first cable-television news
network. It was billboard tycoon Ted Turner, who also put the first local TV station
on a satellite creating “superstation” WTBS. • It wasn't ABC, CBS, or NBC that
It wasn't ABC, CBS, or NBC that started ESPN, the first cable-television sports
network. It was Scott Rasmussen and his father, Bill Rasmussen, who launched
ESPN with a $9,000 cash advance on a credit card. • It wasn't ABC, CBS, or NBC
In mainframe computers, General Electric, RCA, Motorola, and Xerox, big
companies all, tried to muscle in on IBM's territory. All failed. Meanwhile
entrepreneurs Kenneth Olsen and Harlan Anderson started a minicomputer 14 |
THE ORIGIN ...
Meanwhile entrepreneurs Kenneth Olsen and Harlan Anderson started a
minicomputer company named Digital Equipment and made a fortune. Ditto
entrepreneurs Steve Jobs and Steve Wozniak with Apple Computer. And
Later the companies started by the two automotive pioneers merged to form
Daimler-Benz AG. Mercedes-Benz was the brand created by the Daimler-Benz
company. Today, Mercedes is one of the most prestigious automobile brands in
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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