The Origin of Brands

In The Origin of Brands, you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence ...

The Origin of Brands

The Origin of Brands

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: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning 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.

More Books:

The Origin of Brands
Language: en
Pages: 320
Authors: Al Ries, Laura Ries
Categories: Business & Economics
Type: BOOK - Published: 2009-03-17 - Publisher: Harper Collins

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,
The Economy of Brands
Language: en
Pages: 184
Authors: J. Lindemann
Categories: Business & Economics
Type: BOOK - Published: 2010-05-07 - Publisher: Springer

In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to
The Origin of Brands
Language: en
Pages:
Authors: Al Ries, Laura Ries
Categories: Brand name products
Type: BOOK - Published: 2009 - Publisher:

Books about The Origin of Brands
The 22 Immutable Laws of Branding
Language: en
Pages: 272
Authors: Al Ries, Laura Ries
Categories: Business & Economics
Type: BOOK - Published: 2009-10-06 - Publisher: Harper Collins

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like
Brand Management
Language: en
Pages: 331
Authors: Rik Riezebos, H. J. Riezebos, Bas Kist, Gert Kootstra
Categories: Business & Economics
Type: BOOK - Published: 2003 - Publisher: Pearson Education

Since the 1980s, brands and the management of brands have attracted an enormous amount of interest. Companies became acutely aware of how their brand image could mean the difference between success and failure . Brand Management: A theoretical and practical approach gives insight into this phenomenon, moving from the history