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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... billion on marketing research. (If you've read some of our previous books, you know that we are big believers in public relations, yet PR is only a $4.2-billion business, a third less than marketing research.) Are. We. Opposed. to.
... 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't because the ...
... billion) How did mighty Microsoft achieve branding preeminence in such a relatively short time? (The company is just 29 years old compared with 118 for Coca-Cola.) Microsoft didn't get mighty by building a better personal- computer ...
... billion ) GE can trace its history back to Thomas Edison , who invented the electric lightbulb in 1879. His company ( Edison Light Company ) eventually became the General Electric Company . As revolutionary in its time as the Internet ...
... billion) What built the Big Mac brand? Billions and billions of hamburgers. the The first McDonald's restaurant had exactly eleven items on menu, even if you count all sizes and flavors as different items. If you weren't going to order ...
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 |