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Last edited by Clean Up Bot
July 30, 2019 | History

The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival 5 editions

Cover of: The Origin of Brands | Al Ries, Laura Ries
About the Book

Bestselling authors Al and Laura Ries return with a unique look at the process of brand building. They show how successful new brands have been created in the past, and go on to demonstrate how today’s new brands and categories – be they products or services – can be most effectively developed from existing products. Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses – in their trademarked witty style – have written the definitive book on branding.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 conquerExploit divergenceUse the theories of survival of the firstest and survival of the secondestHarness 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.

Classifications

Library of Congress HD69.B7 R538 2004
Dewey 658.8/27

5 editions First published in 2004

Edition Read Locate Buy
Cover of: The Origin of Brands
Cover of: The Origin of Brands
Cover of: Off With Their Heads
Off With Their Heads
2004, HarperCollins
Electronic resource in English
Cover of: The Origin of Brands
The Origin of Brands
2004, HarperCollins
Electronic resource in English
Cover of: The origin of brands

History

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July 30, 2019 Edited by Clean Up Bot associate edition with work OL1892664W
July 22, 2019 Edited by Clean Up Bot remove fake subjects
June 18, 2010 Edited by ImportBot add details from OverDrive
June 17, 2010 Edited by ImportBot add details from OverDrive
December 9, 2009 Created by WorkBot add works page