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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... examples and wry humor combine for a delightful read . " -Harvard Business Review THE ORIGIN OF Brands HOW PRODUCT EVOLUTION CREATES ENDLESS POSSIBILITIES FOR NEW BRANDS AL & LAURA RIES Authors of the National Bestseller The Fall of ...
... example, diverged and formed multiple branches called manual typewriter, portable typewriter, and electric typewriter. Today the typewriter branch has decayed and is about to drop off, overshadowed by a nearby branch called personal ...
... example. Consumers don't know what they will do until they are actually given the opportunity to make a decision. Another way of looking at the situation is that categories don't diverge until there is an available brand for consumers ...
... example, HBO was reported to have made more money than ABC, CBS, NBC, and Fox put together. And so it goes. Big companies tend to see things the way they are. Entrepreneurs tend to see things the way they could be. Improving. Your.
... example. Not only has the sending side of television exploded into different categories, the receiving side has, too. In television sets, you now have a choice of CRT (cathode-ray tube), LCD (liquid crystal display), rear-projection LCD ...
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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 |