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. |
도서 본문에서
15개의 결과 중 1 - 5개
... what consumers want and then giving them what they want, better and cheaper than the com- petition. The high priest of a traditional-marketing company is the di- rector of marketing research. To find out what consumers want, companies ...
... what might happen to a new brand in the marketplace ? The Role of Test Marketing What about another component of traditional marketing , test mar- keting ? Should a new product be tested in a regional or local market before a national ...
... what launching a new brand is all about . You make a bet on your ability to predict what is likely to happen to your new prod- uct or service in the future . Something Is Wrong with Our Predictions A recent Nielsen BASES 12 I THE ORIGIN ...
... what do you find when you compare the brands of yesterday with the brands of today? An. Explosion. of. Choice. Fifty years ... What's happened in grocery stores has also hap- pened in drugstores, clothing stores, appliance stores, hardware ...
... What if Compaq had stayed a portable (or laptop) computer company? Would Compaq today be a bigger and more successful company than Dell? We think so. Last year, for example, laptop computers outsold ... WHAT'S PREDICTING THE FUTURE | 15.
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 |