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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CONTENTS INTRODUCTION ix Chapter 1 The Great Tree of Life 1 Chapter 2
Predicting the Future 9 Chapter 3 Divide and Conquer 17 Chapter 4 Gradual
Change vs. Divergence 27 Chapter 5 The Curse of the Clock Radio 39 Chapter 6
THE “GREAT TREE OF LIFE” is how Charles Darwin described his metaphor for
the origin of species. “The affinities of all the beings of the same class have
sometimes been represented by a great tree. . .. The green and budding twigs
In the “great tree of products and services,” how do new categories arise? By
divergence of existing categories. • First there was a branch called computer.
Today that computer branch has diverged and now we have mainframe
Darwin explains: “Of the many twigs which flourished when the tree was a mere
bush, only two or three, now grown into great branches, yet survive and bear all
the other branches; so with the species which lived during long-past geological ...
... component of traditional marketing, test marketing? Should a new product be
tested in a regional or local market before a national introduction? Test marketing
has some benefits, but we believe the negatives THE GREAT TREE OF LIFE 5 |
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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