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
7개의 결과 중 1 - 5개
... build a successful brand, you have to understand di- vergence. You have to look for opportunities to create new categories by divergence of existing categories. And then you have to become the first brand in this emerging new category ...
... you have learned about traditional marketing. You need a new theory of how to build a brand. You need to learn the Darwinian principle of divergence. DIRECTV dish NETWORK Satellite HBO ESPN A & E USA 6 | THE ORIGIN OF BRANDS.
... among the most valuable assets a company can own. Our objective is to help build one of those valuable brands. A brand like Starbucks or Red Bull or Lexus. you A brand is valuable for one reason and for one PREDICTING THE FUTURE | 11.
... build a brand is not by going after an existing category, but by creating a new category you can be first in. Divide and conquer is the way you build a powerful new brand. What's the size of the market? The best answer to this ques ...
... 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-bit personal-computer operating sys- tems ...
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 |