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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... brands / Al Ries and Laura Ries.—1st ed. p. cm. Includes bibliographical references and index. ISBN 0-06-057014-8 (hc.) 1. Brand name products. 2. Brand name products—Marketing. 3. Brand name products—Management. 4. New products ...
... Names don't matter , many managers believe ; it's the product that matters . With the right product at the right price , goes the thinking , we can win the battle of the marketplace . Names do matter . Depending on the category , the name ...
... brand. And over time, it explodes into many different categories and many dif- ferent brands. Take television, for ... Name. Each new category creates an opportunity for a new brand. Sadly, most companies “stretch” an existing brand to ...
... Brands Al Ries, Laura Ries. Meanwhile ... brands beat big companies that line- extend is the laptop category currently dominated by Toshiba. Interestingly enough, Compaq Computer started as a portable- computer company (hence the name ...
... name on the brand was wrong . IBM meant mainframe computer , not personal computer . We discuss this paradox in chapter 16 , “ Launching the Brand . ” No. 4 : General Electric ( $ 42 billion ) GE can trace its history back to Thomas ...
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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 |
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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 |