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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... It The 22 Immutable Laws of Marketing * Horse Sense * Bottom - Up Marketing * Marketing Warfare * Positioning : The Battle for Your Mind * * WITH JACK TROUT THE ORIGIN OF BRANDS HOW PRODUCT EVOLUTION CREATES ENDLESS POSSIBILITIES.
... mind first. TIPPING OFF THE COMPETITION. Test marketing will alert competitors and perhaps stimulate one or more of them to in- troduce similar products. UNPROJECTABLE RESULTS. Test marketing for Enamelon toothpaste projected $50 ...
... minds. And in the mind, Marlboro is a masculine cigarette, which is exactly why women smoke the brand, to express their masculine side. No. 10: Mercedes-Benz ($21 billion) Karl Benz invented the automobile in 1885 (a three-wheeler), fol ...
... mind of the prospect . The mind comes first ; the market follows where the mind leads . Many managers try to short - circuit this process . They think in terms of markets and ignore the need to first influence minds . This thinking can ...
... mind identifies as “masculine” cigarette. Sure, ultimately you would like your brand to dominate the en- tire market, as the Marlboro brand eventually did. But the way to do this is to start small, not big. The first question to ask is ...
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 |