The Origin of Brands
How Product Evolution Creates Endless Possibilities for New Brands
Author
The Origin of Brands
How Product Evolution Creates Endless Possibilities for New Brands
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- Gain insights into how brands develop and evolve over time, akin to Darwin's theory of evolution, helping you grasp the dynamics of branding in a competitive market.
- Learn the importance of divergence over convergence in branding strategies, enabling you to identify unique market opportunities that others may overlook.
- Discover strategies for establishing new product categories, allowing you to position your brand effectively and capitalize on first-mover advantages.
- Improve your marketing approach by applying principles from the book, such as the power of public relations and the significance of a focused brand message.
“Illuminating examples and wry humor combine for a delightful read.”
— Harvard Business Review
“The Origin of Brands” is a transformative book that revolutionizes the way we think about brand creation and development. Al and Laura Ries take Charles Darwin’s groundbreaking ideas on evolution and apply them to the branding process, resulting in a powerful strategy for building successful brands.
This book examines how changing market conditions create opportunities for new brands to emerge and thrive. The authors argue that these opportunities are not found in the convergence of existing categories, but rather in divergence – the creation of new, specialized categories.
Readers will learn:
• How to identify and exploit divergence opportunities in the marketplace
• Strategies for creating innovative products that stand out from the competition
• The importance of being first or second in a new category
• How to use pruning techniques to strengthen brand identity
• Why convergence often leads to product failure
• How to apply evolutionary principles to brand development
The book includes numerous real-world examples and case studies, illustrating both successful divergence strategies and failed convergence attempts. These insights provide readers with practical knowledge they can apply to their own branding efforts.
This book challenges conventional wisdom about branding and offers a fresh perspective on how to create and maintain successful brands in today’s competitive marketplace. By understanding and applying the principles of divergence, readers will gain a significant advantage in their branding efforts and increase their chances of achieving lasting success.
Year Published
Publisher
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Weight
Language
ISBN 10
ISBN 13
The book: "The Origin of Brands" Is perfect for:
• Marketing professionals seeking new strategies for brand development
• Entrepreneurs looking to create successful new products or services
• Business leaders aiming to position their companies for long-term success
• Students and academics interested in brand theory and evolution
• Anyone fascinated by the intersection of evolutionary biology and marketing
More books by Al Ries
Meet the author
Al Ries is a renowned marketing professional, author, and co-founder of the influential consulting firm Ries & Ries with his partner and daughter, Laura Ries. He is widely regarded as the pioneer of the concept of “positioning” in marketing strategy.
Al Ries is best known for his groundbreaking work on positioning, a concept he introduced in his seminal book, “Positioning: The Battle for Your Mind,” co-authored with Jack Trout in 1981. This book revolutionized the way businesses approach marketing and branding, emphasizing the importance of occupying a unique and distinct position in the minds of consumers.
Over the course of his illustrious career, Al Ries has authored numerous influential books on marketing, branding, and business strategy, including “The 22 Immutable Laws of Branding,” “The Origin of Brands,” and “Focus: The Future of Your Company Depends on It.” His works have been translated into multiple languages and have become essential reading for marketing professionals worldwide.
In addition to his writing, Al Ries is a sought-after speaker and consultant, sharing his expertise and insights with businesses and organizations across various industries. His practical and thought-provoking approach has earned him a reputation as a visionary thinker in the field of marketing.
Al Ries, now in his 90s, continues to be an active voice in the marketing community, sharing his wisdom and experience with the next generation of marketers and entrepreneurs. He resides in Atlanta, Georgia, where he continues to write and consult on marketing strategies.
