Synopses & 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.
Review
“Illuminating examples and wry humor combine for a delightful read.” Harvard Business Review
Synopsis
Bestselling authors Al and Laura Ries offer unique insights on the process andndash; and art andndash; of brand building. They review successful brand creation and demonstrate how new brands and categories andndash; be they products or services andndash; can be best grown from existing products.
In their trademark witty style, the Rieses draw upon ten years of research. They explore some
of the most powerful brands and products of all time, plus the marketing methods that built and established them. Disasters are analysed, too.
Ries and Ries lay down the rules for brand creation. In a series of chapters, they show how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an 'enemy'. They go into the importance of PR, protecting the brand, and when to give up on an existing brand.
One of the most effective techniques for creating new brands is to branch them off already successful products or services. Powerful automotive brands such as Jeep were built on a new subcategory called 'sportandndash;utility vehicle'; Mercedesandndash;Benz on 'imported luxury car'. And the handheld computer (Palm) expands on the calendar function of the PC.
Synopsis
In
The Origin of Brands, marketing experts
Al Riesand
Laura Riesapply Darwin's theories of evolution to the branding process. The result is an innovative and strikingly effective strategy for creating new products, building a successful brand, and, in turn, achieving business growth.
The Rieses take you through the process of creating and sustaining a brand, including how new ideas are developed, the importance of being first, inventing a new category, positioning against a competitor, the role of public relations, protecting the brand, and knowing when to give up on an existing brand. Insightful studies and examples of branding successes and failures illustrate their theories in action. The Origin of Brandsis the definitive book on the subject, and the Rieses will show you how to come out on top in the high-stakes world of branding.
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.