The Origin of Brands: How Product Evolution Creates Endless Possibilities for New BrandsHarper Collins, 17 мар. 2009 г. - Всего страниц: 320 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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... better and cheaper than the com- petition. The high priest of a traditional-marketing company is the di- rector of marketing research. To find out what consumers want, companies spend lavishly on research. In a recent year, American ...
... 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-twenty. Today the answer to the question is ...
... better than that. We need to have a better way to predict the 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 ...
... better personal- computer operating system. Most experts give the nod to Macintosh for its superior look and feel. Microsoft won the operating system war by being first. As sixteen-bit personal-computer operating sys- tems diverged from ...
... better will be their chance of success in the battle for life. ... Natural selection, as has just been remarked, leads to divergence of character and to much extinction of the less improved and intermediate forms of life.” A famous ...
Содержание
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 |
Другие издания - Просмотреть все
The Origin of Brands: Discover the Natural Laws of Product Innovation and ... Al Ries,Laura Ries Ограниченный просмотр - 2004 |
The Origin of Brands: How Product Evolution Creates Endless Possibilities ... Al Ries,Laura Ries Ограниченный просмотр - 2009 |
The Origin of Brands: Discover the Natural Laws of Product Innovation and ... Al Ries,Laura Ries Недоступно для просмотра - 2004 |