The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands: Discover the Natural Laws of Product Innovation and Business Survival

3.79 avg rating
( 292 ratings by GoodReads )
 
9780060570156: The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands: Discover the Natural Laws of Product Innovation and Business Survival

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.

"synopsis" may belong to another edition of this title.

Review:

“Illuminating examples and wry humor combine for a delightful read.” (Harvard Business Review)

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.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Ries, Al; Ries, Laura
ISBN 10: 0060570156 ISBN 13: 9780060570156
New Paperback Quantity Available: 9
Seller
Big River Books
(Powder Springs, GA, U.S.A.)
Rating
[?]

Book Description Paperback. Book Condition: New. Brand New! We ship daily Monday - Friday!. Bookseller Inventory # 1EY82M005KEB

More Information About This Seller | Ask Bookseller a Question

Buy New
3.88
Convert Currency

Add to Basket

Shipping: 2.79
Within U.S.A.
Destination, Rates & Speeds

2.

Ries, Al; Ries, Laura
ISBN 10: 0060570156 ISBN 13: 9780060570156
New Quantity Available: > 20
Seller
BWB
(Valley Stream, NY, U.S.A.)
Rating
[?]

Book Description Book Condition: New. Depending on your location, this item may ship from the US or UK. Bookseller Inventory # 97800605701560000000

More Information About This Seller | Ask Bookseller a Question

Buy New
7.08
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

3.

Ries, Al; Ries, Laura
Published by Harpercollins (2005)
ISBN 10: 0060570156 ISBN 13: 9780060570156
New Quantity Available: > 20
Seller
Paperbackshop-US
(Commerce, GA, U.S.A.)
Rating
[?]

Book Description Harpercollins, 2005. PAP. Book Condition: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Bookseller Inventory # VC-9780060570156

More Information About This Seller | Ask Bookseller a Question

Buy New
6.02
Convert Currency

Add to Basket

Shipping: 3.19
Within U.S.A.
Destination, Rates & Speeds

4.

Ries, Al; Ries, Laura
Published by Harper Collins Publishers
ISBN 10: 0060570156 ISBN 13: 9780060570156
New Quantity Available: > 20
Seller
INDOO
(Avenel, NJ, U.S.A.)
Rating
[?]

Book Description Harper Collins Publishers. Book Condition: New. Brand New. Bookseller Inventory # 0060570156

More Information About This Seller | Ask Bookseller a Question

Buy New
6.46
Convert Currency

Add to Basket

Shipping: 2.80
Within U.S.A.
Destination, Rates & Speeds

5.

Ries, Al; Ries, Laura
Published by HarperBusiness (2005)
ISBN 10: 0060570156 ISBN 13: 9780060570156
New Softcover Quantity Available: 1
Seller
Book Deals
(Lewiston, NY, U.S.A.)
Rating
[?]

Book Description HarperBusiness, 2005. Book Condition: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service! Summary: "Illuminating examples and wry humor combine for a delightful read.". Bookseller Inventory # ABE_book_new_0060570156

More Information About This Seller | Ask Bookseller a Question

Buy New
9.29
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

6.

Ries, Al; Ries, Laura
Published by HarperCollins Publishers Inc, United States (2005)
ISBN 10: 0060570156 ISBN 13: 9780060570156
New Paperback Quantity Available: 1
Seller
The Book Depository
(London, United Kingdom)
Rating
[?]

Book Description HarperCollins Publishers Inc, United States, 2005. Paperback. Book Condition: New. New edition. 198 x 135 mm. Language: English . Brand New Book. In their trademark witty style, the Rieses draw upon ten years of research in order to present lively case studies showing how successful brands are developed. Exploring some of the most powerful brands and products of all time, they provide penetrating analysis into the marketing methods that built and established them. Ries and Ries lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. They also discuss the importance of public relations, protecting the brand, and when to give up on an existing brand. They go on to show how one of the most effective techniques for creating new brands is to branch them off of already successful products or services. The authors contend that the principle applies in every category - beer, water, cola, insurance, software, computer hardware, retail, restaurants, clothing, etc. - and they examine the notion through their cases and examples. In contrast, they also look at the disasters created when products, services - or companies - are pushed together in misguided attempts to create new brands. Best example is the merger between AOL and Time-Warner. Bookseller Inventory # AAS9780060570156

More Information About This Seller | Ask Bookseller a Question

Buy New
9.80
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

7.

Ries, Al; Ries, Laura
Published by HarperCollins Publishers Inc, United States (2005)
ISBN 10: 0060570156 ISBN 13: 9780060570156
New Paperback Quantity Available: 1
Seller
The Book Depository US
(London, United Kingdom)
Rating
[?]

Book Description HarperCollins Publishers Inc, United States, 2005. Paperback. Book Condition: New. New edition. 198 x 135 mm. Language: English . Brand New Book. In their trademark witty style, the Rieses draw upon ten years of research in order to present lively case studies showing how successful brands are developed. Exploring some of the most powerful brands and products of all time, they provide penetrating analysis into the marketing methods that built and established them. Ries and Ries lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. They also discuss the importance of public relations, protecting the brand, and when to give up on an existing brand. They go on to show how one of the most effective techniques for creating new brands is to branch them off of already successful products or services. The authors contend that the principle applies in every category - beer, water, cola, insurance, software, computer hardware, retail, restaurants, clothing, etc. - and they examine the notion through their cases and examples. In contrast, they also look at the disasters created when products, services - or companies - are pushed together in misguided attempts to create new brands. Best example is the merger between AOL and Time-Warner. Bookseller Inventory # AAS9780060570156

More Information About This Seller | Ask Bookseller a Question

Buy New
9.92
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

8.

Ries, Al; Ries, Laura
Published by HarperCollins Publishers Inc (2005)
ISBN 10: 0060570156 ISBN 13: 9780060570156
New Quantity Available: > 20
Print on Demand
Seller
PBShop
(Wood Dale, IL, U.S.A.)
Rating
[?]

Book Description HarperCollins Publishers Inc, 2005. PAP. Book Condition: New. New Book.Shipped from US within 10 to 14 business days.THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Bookseller Inventory # IP-9780060570156

More Information About This Seller | Ask Bookseller a Question

Buy New
6.95
Convert Currency

Add to Basket

Shipping: 3.19
Within U.S.A.
Destination, Rates & Speeds

9.

Ries, Al; Ries, Laura
Published by HarperBusiness
ISBN 10: 0060570156 ISBN 13: 9780060570156
New PAPERBACK Quantity Available: 4
Seller
Movie Mars
(Indian Trail, NC, U.S.A.)
Rating
[?]

Book Description HarperBusiness. PAPERBACK. Book Condition: New. 0060570156 Brand New Book. Ships from the United States. 30 Day Satisfaction Guarantee!. Bookseller Inventory # 4737190

More Information About This Seller | Ask Bookseller a Question

Buy New
7.25
Convert Currency

Add to Basket

Shipping: 3.19
Within U.S.A.
Destination, Rates & Speeds

10.

Ries, Al; Ries, Laura
ISBN 10: 0060570156 ISBN 13: 9780060570156
New Paperback Quantity Available: > 20
Print on Demand
Seller
BargainBookStores
(Grand Rapids, MI, U.S.A.)
Rating
[?]

Book Description Paperback. Book Condition: New. This item is printed on demand. Item doesn't include CD/DVD. Bookseller Inventory # 952460

More Information About This Seller | Ask Bookseller a Question

Buy New
7.25
Convert Currency

Add to Basket

Shipping: 3.19
Within U.S.A.
Destination, Rates & Speeds

There are more copies of this book

View all search results for this book