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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... 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 converge ...
... 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 ...
... called a leopard. In the same way, the panthera diverged a number of times creating the jaguar, the tiger, and the lion. That's the way nature works. That's Also the Way Branding Works If you want to. Divide and Conquer.
... called cola. Coca-Cola created a tiger in a market populated by lions, leop- ards, and jaguars. Powerful new brands are always created this way ... by divergence of an existing category. Never by improving an existing category or ...
... called the cellphone. But didn't IBM do the same thing as Motorola? Put the IBM name on mainframe computers even though the company made other products, most notably punch-card machines? True, but IBM's intense focus on computers turned ...
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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 |