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The Origin of Brands : How Product Evolution Creates Endless Possibilities for New Brands - Al Ries

The Origin of Brands

How Product Evolution Creates Endless Possibilities for New Brands

Unfortunately this eBook is only available from within Australia.

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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:

  • Divide and conquer
  • Exploit divergence
  • Use the theories of survival of the firstest and survival of the secondest
  • Harness the power of pruning

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.

“Illuminating examples and wry humor combine for a delightful read.”

Ch. 1. The great tree of life -- Ch. 2. Predicting the future -- Ch. 3. Divide and conquer -- Ch. 4. Gradual change vs. divergence -- Ch. 5. The curse of the clock radio -- Ch. 6. Swiss army knife thinking -- Ch. 7. Bad ideas never die -- Ch. 8. The great tree of high-tech brands -- Ch. 9. The great tree of low-tech brands -- Ch. 10. The mystery of the missing links -- Ch. 11. Survival of the firstest -- Ch. 12. Survival of the secondest -- Ch. 13. The power of pruning -- Ch. 14. Creating a category -- Ch. 15. Establishing an enemy -- Ch. 16. Launching the brand -- Ch. 17. Wrapping things up.

ISBN: 9780061751394
ISBN-10: 0061751391
Audience: General
Format: ePUB
Language: English
Number Of Pages: 320
Published: 17th March 2009