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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How Product Evolution Creates Endless Possibilities for New Brands Al Ries, Laura Ries. ALSO BY AL AND LAURA RIES The Fall of Advertising and the Rise of PR The 22 Immutable Laws of Branding The 11 ... EVOLUTION CREATES ENDLESS POSSIBILITIES.
How Product Evolution Creates Endless Possibilities for New Brands Al Ries, Laura Ries. DEDICATED TO “ DIVERGENCE , " THE LEAST UNDERSTOOD , MOST POWERFUL FORCE IN THE UNIVERSE . CONTENTS INTRODUCTION ix Chapter 1 The Great Tree of Life.
How Product Evolution Creates Endless Possibilities for New Brands Al Ries, Laura Ries. Chapter 1 The Great Tree of Life THE “ GREAT TREE OF LIFE " is how Charles Darwin described his metaphor for the origin of species . " The affinities ...
How Product Evolution Creates Endless Possibilities for New Brands Al Ries, Laura Ries. successful as the branch itself expands to block the sunlight from nearby branches. Traditional marketing is not focused on creating new cate- gories ...
How Product Evolution Creates Endless Possibilities for New Brands Al Ries, Laura Ries. Named after the Swiss chemist who developed the beer ( Hersch Gablinger ) , the new light - beer product was launched with a massive advertising ...
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 |
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The Origin of Brands: How Product Evolution Creates Endless Possibilities ... Al Ries,Laura Ries Ограниченный просмотр - 2009 |