The Origin Of Brands: How Product Evolution Creates Endless Possibilities for New Brands by AL RIESThe Origin Of Brands: How Product Evolution Creates Endless Possibilities for New Brands by AL RIES

The Origin Of Brands: How Product Evolution Creates Endless Possibilities for New Brands

byAL RIES

Paperback | September 27, 2005

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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.

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, an...
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Title:The Origin Of Brands: How Product Evolution Creates Endless Possibilities for New BrandsFormat:PaperbackDimensions:320 pages, 8 × 5.31 × 0.72 inPublished:September 27, 2005Publisher:HarperCollinsLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0060570156

ISBN - 13:9780060570156

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Reviews

Rated 4 out of 5 by from It's about divergence, not convergence! Working in the telecommunications sector, I am inundated with messages of convergence. What the pundits don't differentiate between is the trend of technological convergence and business divergence. People in the technology sector think that the paradigm of convergence manifested by IP (internet protocol) should become the overarching paradigm for everything. This is mistake 101. When you read the origin of brands you will realize that you, your product, and your company can't be all things to all people - it is against the laws of product innovation and business survival. Al and Laura Ries provide numerous examples to backup their thesis. Once you pick up this book, make sure you read all the other business essentials put out by the Ries.
Date published: 2006-06-18

Editorial Reviews

“Illuminating examples and wry humor combine for a delightful read.”