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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... there was a branch 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 ...
... there is an available brand for consumers to purchase. Today, four out of the five best-selling beer brands are light beers. Before the 1975 national launch of Lite beer, what good would it have done Miller Brewing to ask consumers if ...
... there are brands and there are brands. Most brands are worthless, some brands have value, and a few brands are among the most valuable assets a company can own. Our objective is to help build one of those valuable brands. A brand like ...
... there was no reason to go to a McDonald's. Every- thing else on the menu complemented the burgers. Today, of course ... there's no question that Marlboro has become one of the world's most powerful brands. How did Marlboro do it? It was ...
... there an open hole or position for a new category? Dozens of expensive watch brands were on the market on July 2, 1908, the day Hans Wilsdorf registered the trademark Rolex. (The Swiss watch industry started in Geneva in the middle of ...
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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: How Product Evolution Creates Endless Possibilities ... Al Ries,Laura Ries Ограниченный просмотр - 2009 |