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How Product Evolution Creates Endless Possibilities for New Brands
Collins
October 2005
On Sale: September 27, 2005
320 pages
ISBN: 0060570156
EAN: 9780060570156
Hardcover
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Non-Fiction
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.
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