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------------Book Description-------------

Bestselling authors Al and Laura Ries return with a unique look at the process of brand building. They show how successful new brands have been created in the past, and go on to demonstrate how today's new brands and categories – be they products or services –can be most effectively developed from existing products.

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 ⤮emy.⟔hey 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.

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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