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

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

by Al Ries, Laura Ries
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Overview

Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival by Al Ries, Laura Ries

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.

Product Details

ISBN-13: 9780756788025
Publisher: DIANE Publishing Company
Publication date: 03/28/2005
Pages: 308

About the Author

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.

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Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival 5 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
What do WebTV, The Swiss Army Knife, and Miller Lite all have in common? If you said bad ideas, you¿re only half right. According to the new book ¿The Origin of Brands¿ from marketing experts Al & Laura Ries (The Fall of Advertising & The Rise of PR), they are also examples of convergence, which should be avoided whenever possible...................... Convergence occurs when products produced separately are merged into one. The authors of this book offer an alternative, divergence or new products or services that stand alone. Relying heavily on examples from Darwin¿s ¿Origin of Species¿ the authors explain why creating separate categories are more beneficial to consumers, businesses, and the marketplace. The authors state ¿Did you ever see a tree in which two branches converged to form a single branch? Perhaps, but this is highly unlikely in nature. It¿s also highly unlikely in products and services.¿ Instead, according to this book, divergence is the answer............................. In the chapter titled ¿Survival of The Firstest,¿ the authors give the best advice. They insist on the importance of launching a brand into a naught market, relying on the importance of being first. And if you can¿t be first in the market, the chapter ¿Survival of the Secondest,¿ explains how to survive being second and how to overcome the competition. The authors explain how emulation is to be avoided and being the direct opposite of competitor¿s works best. They use The University of Phoenix, G.I. Joe, and Bud Light as successful examples............................ Though this book tends to overlook some of the successes in convergence, like the car stereo and the caller ID/phone, ¿The Origin of Brands¿ is still an excellent book. It¿s packed with intelligent marketing and public relations advice that could be applied to practically every product, business, or service. Anyone in business will love this book and will not be able to put it down until the very last page. ¿The Origin of Brands¿ will make a wonderful desk reference for anyone who wants to practice sound marketing techniques. Buy it. Study it. And put in into action.