The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival (精装) 0060570148

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.

From Publishers Weekly This father-daughter marketing team, authors of The 22 Immutable Laws of Marketing, believes that evolution is a useful analogy for marketers. Throughout the book, readers are encouraged to think of Darwin's tree of life. For example, the television tree used to consist solely of the three networks, but now comprises an array of cable and satellite offerings. The "phone" tree includes cellular, picture, computer, digital and other

出版社	HarperBusiness
作者	Al Ries