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.
