The Origin of Brands PDF ePub eBook

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The Origin of Brands free pdf 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 produc1000ts, 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.

About Al Ries

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries

Details Book

Author : Al Ries
Publisher : HarperBusiness
Data Published : 27 September 2005
ISBN : 0060570156
EAN : 9780060570156
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 320 pages
Age + : 15 years
Language : English
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