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. |
Результаты поиска по книге
Результаты 1 – 5 из 5
... branch out on all sides , and to overtop and kill the surrounding twigs and branches , in the same manner as species and groups of species have tried to overmaster other species in the great battle for life . " How do new branches arise ...
... branch called computer . Today that com- puter branch has diverged and now we have mainframe computers , midrange computers , network computers , per- sonal computers , laptop computers , and handheld comput- ers . The computer didn't ...
... branch called typewriter, for example, diverged and formed multiple branches called manual typewriter, portable typewriter, and electric typewriter. Today the typewriter branch has decayed and is about to drop off, overshadowed by a nearby ...
... branch itself expands to block the sunlight from nearby branches. Traditional marketing is not focused on creating new cate- gories. Traditional marketing is focused on creating new customers. Traditional marketing involves finding out ...
... branches (called cladogenesis). In biology, anagenesis (gradual change) and cladogenesis (di- vergence) are largely independent processes. Anagenesis produces strawberries the size of plums. It just won't produce a plum. It takes ...
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 |