Origin of Brands
How Product Evolution Creates Endless Possibilities for New Brands
By Al Ries, Laura Ries | Publisher: HarperCollins
About the book
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.
Editions of Origin of Brands
- Paperback
- ISBN 9780060570156
- EBook
- ISBN 9780061751394
Read an Excerpt
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.
Frequently Asked Questions
What is Origin of Brands about?
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 core themes, tropes, or subjects are explored in Origin of Brands?
Economics, Finance, Business and Management > Business and Management > Ownership and organization of enterprises > Small businesses and self-employment
Where can I read a sample of Origin of Brands?
You can read an official preview of the few pages here https://www.book2look.com/book/9780060570156
Who is/are the Author/s of the book Origin of Brands?
Al Ries, Laura Ries
What are the ISBN numbers for the physical and digital editions?
Origin of Brands is available as paperback(ISBN 9780060570156) and ebook(ISBN 9780061751394)
Where can I buy Origin of Brands online or support local independent bookshops?
You can buy Origin of Brands from below
Where can I buy Origin of Brands?