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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Today that television branch has diverged and now we have analog and digital
television. Regular and high-definition television. Standard (4/3) and wide-screen
(16/9) formats. Television didn't converge with another medium. It diverged.
How Product Evolution Creates Endless Possibilities for New Brands Al Ries,
Laura Ries. TV, creating many new branding opportunities. Chapter 2 Predicting
the Future CHARLES DARWIN WAS A VISIONARY. Broadcast television
First there was broadcast television, which allowed the creation of three network
TV brands: CBS, NBC, and ABC. Then cable television emerged and a
proliferation of cable TV brands followed: HBO, ESPN, CNN, and many others.
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
Not only has the sending side of television exploded into different categories, the
receiving side has, too. In television sets, you now have a choice of CRT (
cathode-ray tube), LCD (liquid crystal display), rear-projection LCD, rear-
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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