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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... started CNN, the first cable-television news network. It was billboard tycoon Ted Turner, who also put the first local TV station on a satel- lite creating “superstation” WTBS. • It wasn't ABC, CBS, or NBC that started ESPN, 10 THE ...
... 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 that started HBO, the first ...
... . 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 Ander- son started a 14 THE ORIGIN OF BRANDS |
... started a minicomputer company named Digital Equipment and made a fortune. Ditto entrepreneurs Steve Jobs and Steve Wozniak with Apple Computer. And entrepreneurs Andreas Bechtolsheim, Scott McNealy, Vinod Khosla, and William Joy with ...
... starting a branding program. It's also the wrong question to ask. Branding opportunities do not lie in the pursuit of existing markets. Branding opportunities lie in the creation of new markets. A new brand is like a new species. A new ...
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 |