Read The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands by Al Ries Free Online


Ebook The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands by Al Ries read! Book Title: The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands
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Reader ratings: 4.7
The author of the book: Al Ries
Edition: HarperCollins e-books
Date of issue: March 17th 2009
ISBN: 0061751391
ISBN 13: 9780061751394
Language: English
Format files: PDF
The size of the: 24.73 MB
City - Country: No data

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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.


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Read information about the author

Ebook The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands read Online! Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries coined the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw University in 1950 with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1963. The agency later changed to a marketing strategy firm, Trout & Ries.
In 1972, again cooperating with Trout, Ries co-authored a three-part series of articles declaring the arrival of the "Positioning Era" in Advertising Age magazine, promoting their concept of positioning.
In 1994, Ries founded Ries & Ries with his daughter Laura a recent graduate of Northwestern University and TBWA advertising account executive.
Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999. Ries has also written a number of books that have made the BusinessWeek best seller list on a number of occasions.


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


AARON

The book is very deep! Tip for Reading.

KIAN

A book that leaves nothing behind, no feelings, no thoughts.

HEIDI

There are significant drawbacks

LEO

Rarely do the books make me cry, but this one could.

EMILY

Best in Books




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