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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... future. Where. Does. Opportunity. Lie? Are you better off trying to take a piece of an established market like network TV or are you better off trying to establish a new brand in an uncertain new category like cable TV? Hindsight is twenty ...
... future. All categories will diverge. They always have and they always will. It's this divergence that creates opportunities for new brands. What direction this divergence will take is another matter. The only thing you can count on is ...
... future . chance of success in the new- That's 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 ...
... future. Sadly, there is no way to predict the future. The only chance you have of increasing your odds is by studying the past. And what do you find when you compare the brands of yesterday with the brands of today? An. Explosion. of.
... future you're likely to see OLED (organic light-emitting diode.) With more to come. A. New. Category. Needs. a. New. Name. Each new category creates an opportunity for a new brand. Sadly, most companies “stretch” an existing brand to cover ...
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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 |