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. DEDICATED TO “ DIVERGENCE , " THE LEAST UNDERSTOOD , MOST POWERFUL FORCE IN THE UNIVERSE . CONTENTS INTRODUCTION ix Chapter 1 The Great Tree of Life.
... Tree of Life 1 Chapter 2 Predicting the Future 9 Chapter 3 Divide and Conquer 17 Chapter 4 Gradual Change vs ... Tree of High-Tech Brands 89 Chapter 9 The Great Tree of Low-Tech Brands 117 Chapter 10 The Mystery of the Missing Links 151 ...
... Tree of Life THE “ GREAT TREE OF LIFE " is how Charles Darwin described his metaphor for the origin of species . " The affinities of all the beings of the same class have some- times been represented by a great tree .... The green and ...
... Tree of Products and Services In the " great tree of products and services , " how do new categories arise ? By divergence of existing categories . First there was a branch called computer . Today that com- puter branch has diverged and ...
... tree was a mere bush, only two or three, now grown into great branches, yet survive and bear all the other branches; so with the species which lived during long-past geological periods, very few now have living and modified descendants ...
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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 |
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 |