The origin of brands : discover the natural laws of product innovation and business survival
"In their 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 strategy for creating innovative products, building a successful brand, and, in turn, achieving business success." "Using studies of failed convergence products and 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."--Jacket
x, 308 pages : illustrations ; 22 cm
9780060570149, 9780060570156, 0060570148, 0060570156
54415555
The great tree of life
Predicting the future
Divide and conquer
Gradual change vs. divergence
The curse of the clock radio
Swiss Army knife thinking
Bad ideas never die
The great tree of high-tech brands
The great tree of low-tech brands
The mystery of the missing links
Survival of the firstest
Survival of the secondest
The power of pruning
Creating a category
Establishing an enemy
Launching the brand
Wrapping things up
Includes index