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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... 13 The Power of Pruning 205 Chapter 14 Creating a Category 227 Chapter 15 Establishing an Enemy 257 Chapter 16 Launching the Brand Chapter 17 Wrapping Things Up INDEX 267 285 297 ON THE ORIGIN OF SPECIES BY MEANS OF NATURAL SELECTION.
... launch of Lite beer, what good would it have done Miller Brewing to ask consumers if they would buy a watered-down beer? As a matter of fact, the 1967 launch of Gab- linger's should have answered that question with a resounding no ...
... launched with a massive advertising program . It was all for naught . Gablinger's died a quick death . The Role of the Name Why was Lite successful and Gablinger's not ? One reason is the name . “ Give me a Gablinger's ” ? Sounds like ...
... Launching the Brand.”) Launching a new product the traditional way includes market research, test marketing, and a big advertising budget. We are op- posed to all three of these activities. If you want to improve your odds, you need to ...
... launched ESPN with a $9,000 cash advance on a credit card. • It wasn't ABC, CBS, or NBC that started HBO, the first premium cable television network. It was Charles Dolan, the man running Sterling Manhattan, a cable system con- trolled ...
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 |