The Origin of Brands

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

3.79 (317 ratings by Goodreads)
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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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Product details

  • Paperback | 320 pages
  • 134.6 x 198.1 x 22.9mm | 249.48g
  • HarperCollins Publishers Inc
  • HarperBusiness
  • New York, United States
  • English
  • New edition
  • New edition
  • 0060570156
  • 9780060570156
  • 366,019

Review Text

"Illuminating examples and wry humor combine for a delightful read." Harvard Business Review
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Review quote

"Illuminating examples and wry humor combine for a delightful read." -- Harvard Business Review
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About Al Ries

Al Ries and his daughter and partner Laura Ries are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and Business Week bestseller.
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Rating details

317 ratings
3.79 out of 5 stars
5 28% (88)
4 35% (110)
3 29% (93)
2 6% (18)
1 3% (8)
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