The Origin of Brands
Discover the Natural Laws of Product Innovation and Business Survival
by Al Ries; Laura Ries
Review this book!
Available editions of The Origin of Brands
|
9780060570149,
Hardcover,
Harperbusiness,
2004
Other copies of 9780060570149 |
||
Publisher Notes
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.
Review this book!Similar books
Used, Rare and Out-of-Print Books | UK Second Hand Books | Used book search | Books by subject | Books by author | Books by ISBN | Rare books | Textbooks | Sale on used books | Independent bookstores | Book forum | Sell used books | Affiliate program | About us | BiblioWorks | Privacy and security | Help & Faq | Terms of use | Contact us | Get involved! | Site Map
All rights in images of books or other publications included in Biblio.com are reserved by the original copyright owners.
Portions of book data copyright 1995-2009
Muze Inc. For personal non-commercial use only. All rights reserved. Some content for books is owned by Baker & Taylor, Inc. or its licensors and is subject to copyright and all other protections provided by applicable law.