The Origin of Brands (Google eBook)

Front Cover
Harper Collins, Mar 17, 2009 - Business & Economics - 320 pages
6 Reviews

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.

  

What people are saying - Write a review

User ratings

5 stars
2
4 stars
1
3 stars
2
2 stars
0
1 star
1

Review: The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands

User Review  - Sandip Roy - Goodreads

The Origin of Brands takes learnings from Darwin's evolution as a theory and establishes Divergence as the main tenet of brand survival than convergence with countless examples of today and from ... Read full review

Review: The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands

User Review  - Eric Stover - Goodreads

This would likely have made a lovely magazine article. All the filler/excessive examples/repetitiveness necessary to expand it to book length ruins what would otherwise be an interesting take. It also doesn't age well with many recent developments making a mockery of some of their assertions. Read full review

Contents

The Great Tree of Life
1
Predicting the Future
9
Divide and Conquer
17
Gradual Change vs Divergence
27
The Curse of the Clock Radio
39
Swiss Army Knife Thinking
53
Bad Ideas Never Die
77
The Great Tree of HighTech Brands
89
Survival of the Firstest
161
Survival of the Secondest
185
The Power of Pruning
205
Creating a Category
227
Establishing an Enemy
257
Launching the Brand
267
Wrapping Things Up
285
INDEX
297

The Great Tree of LowTech Brands
117
The Mystery of the Missing Links
151

Common terms and phrases

About the author (2009)

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Bibliographic information