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Summary:

Review: "In their 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 strategy for creating innovative products, building a successful brand, and, in turn, achieving business success." "Using studies of failed convergence products and 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."--BOOK JACKET.

Table of Contents:

• The great tree of life
• Predicting the future
• Divide and conquer
• Gradual change vs. divergence
• The curse of the clock radio
• Swiss Army knife thinking
• Bad ideas never die
• The great tree of high-tech brands
• The great tree of low-tech brands
• The mystery of the missing links
• Survival of the firstest
• Survival of the secondest
• The power of pruning
• Creating a category
• Establishing an enemy
• Launching the brand
• Wrapping things up.

Author/Creator:

Ries, Al.

Contributors:

Ries, Laura

Languages:

English

Language Notes:

Item content: English

Main Work:

The origin of brands: discover the natural laws of product innovation and business survival [by Ries, A.]

Subjects:

Brand name products

Branding (Marketing)

Brand name products — Management

New products — Management

New products

General Notes:

Includes index.

Physical Description:

x, 308 pages : illustrations ; 22 cm

Call Numbers:

HD69.B7 R538 2004

ISBNs:

0060570148
9780060570149

Library of Congress Control Numbers:

2004042466

OCLC Numbers:

54415555