by Ries, Al; Ries, Laura.Publisher: New York : HarperBusiness, Description: x, 308 pages : illustrations, facsimiles ; 21 cm.ISBN: 0060570148.Subject(s): Brand name products -- Management | Brand name products | Branding (Marketing) | New products -- ManagementNote: Includes bibliographical references and index.
|Item type||Home library||Collection||Class number||Status||Date due||Barcode||Item reservations|
|Long loan||London College of Communication Main collection||Printed books||658.827 RIE (Browse shelf (Opens below))||Available||40993418|
|Long loan||London College of Communication Main collection||Printed books||658.827 RIE (Browse shelf (Opens below))||Available||4099340X|
|Long loan||London College of Fashion Main collection||Printed books||658.827 RIE (Browse shelf (Opens below))||Available||93304455|
Enhanced descriptions from Syndetics:
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.
Includes bibliographical references and index.
Table of contents provided by Syndetics
- Introduction (p. ix)
- Chapter 1 The Great Tree of Life (p. 1)
- Chapter 2 Predicting the Future (p. 9)
- Chapter 3 Divide and Conquer (p. 17)
- Chapter 4 Gradual Change vs. Divergence (p. 27)
- Chapter 5 The Curse of the Clock Radio (p. 39)
- Chapter 6 Swiss Army Knife Thinking (p. 53)
- Chapter 7 Bad Ideas Never Die (p. 77)
- Chapter 8 The Great Tree of High-Tech Brands (p. 89)
- Chapter 9 The Great Tree of Low-Tech Brands (p. 117)
- Chapter 10 The Mystery of the Missing Links (p. 151)
- Chapter 11 Survival of the Firstest (p. 161)
- Chapter 12 Survival of the Secondest (p. 185)
- Chapter 13 The Power of Pruning (p. 205)
- Chapter 14 Creating a Category (p. 227)
- Chapter 15 Establishing an Enemy (p. 257)
- Chapter 16 Launching the Brand (p. 267)
- Chapter 17 Wrapping Things Up (p. 285)
- Index (p. 297)