Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival

    By Al Ries, Laura Ries

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 conquerExploit divergenceUse the theories of survival of the firstest and survival of the secondestHarness 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."


NEWS: A glaring gap in the list

Posted May 6, 2008, 2:25 PM with category of Leadership & Management
There's a post up on the WSJ's Independent Street Blog pointing out that the Journal's list of the top most influential business thinkers does not include a single woman. The author, Wendy Bounds, poses these questions: Why do you think there aren't more influential women business thinkers on today's list? How can this change? Read more


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ISBN 9780061751394
Language English
Publish Date 03/16/2009
Publisher HarperCollins

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