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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... Coca - Cola , the world's most valuable brand , is valuable because it dominates the cola category worldwide . Microsoft , the world's second - most - valuable brand , is valuable because it dominates the personal - computer - software ...
... Coca-Cola ($70 billion) This is an astounding number because it is almost three times the physical assets of the Coca-Cola Company, which are on the books at $24.5 billion. How did the Coca-Cola brand achieve such a lofty value? It wasn ...
... Coca-Cola.) Microsoft didn't get mighty by building a better personal- computer operating system. Most experts give the nod to Macintosh for its superior look and feel. Microsoft won the operating system war by being first. As sixteen ...
... cola market the day Coca-Cola was launched? What was the size of the sixteen-bit personal-computer operating-system market the day Microsoft MS/DOS was launched? What was the size of the electric-lightbulb market the day Thomas Edison ...
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 |