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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How Product Evolution Creates Endless Possibilities for New Brands Al Ries, Laura Ries. DEDICATED TO “ DIVERGENCE , " THE LEAST UNDERSTOOD , MOST POWERFUL FORCE IN THE UNIVERSE . CONTENTS INTRODUCTION ix Chapter 1 The Great Tree of Life.
... INTRODUCTION ix Chapter 1 The Great Tree of Life 1 Chapter 2 Predicting the Future 9 Chapter 3 Divide and Conquer 17 Chapter 4 Gradual Change vs. Divergence 27 Chapter 5 The Curse of the Clock Radio 39 Chapter 6 Swiss Army Knife ...
... 1859 . The right of Translation is reserved . THE FIRST EDITION OF THE ORIGIN OF SPECIES BY CHARLES DARWIN WAS PUBLISHED on November 24 , 1859. IT SOLD OUT THAT DAY . INTRODUCTION IT HAS BEEN TWENTY - THREE YEARS since the.
... component of traditional marketing , test mar- keting ? Should a new product be tested in a regional or local market before a national introduction ? Test marketing has some benefits, but we believe the negatives THE GREAT TREE OF LIFE 15.
... introduce more than thirty thousand new products and services . That's thirty thousand opportunities to introduce ... introduced to serve a market rather than to create a market . How do you increase your product game ? It's simple ...
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 |