Origin of Brands: Discover the Natural Laws of Product Innovation & Business Survival

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Our Price: $25.00

Year: 2004
Pages: 308
Binding Hardcover
ISBN 60570148

Product Code: 756788021

Description

Al Ries (au); Laura Ries (au). Takes Darwin’s revolutionary idea of evolution & applies it to the branding process. What results is a new & effective strategy for creating innovative products, building a successful brand, &, in turn, achieving bus. success. Explains how changing conditions in the marketplace create opportunities to build new brands. But these opportunities cannot be found where most people & most co’s. look -- in the convergence of existing categories like TV & the computer, the cellphone & the Internet. Instead, opportunity lies in the opposite direction -- in divergence. By following Darwin’s deduction that new species arise from divergence of an existing species, they outline an effective strategy for creating & taking to market an effective brand. Numerous case studies.

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