{"product_id":"the-origin-of-brands-how-product-evolution-creates-endless-possibilities-for-new-brands-9780060570156","title":"The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands","description":"\u003cp\u003eWhat Charles Darwin did for biology, Al and Laura Ries do for branding.\u003c\/p\u003e\u003cp\u003eIn their exciting new book, \u003cem\u003eThe Origin of Brands\u003c\/em\u003e, 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.\u003c\/p\u003e\u003cp\u003eInstead, 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 \u003cem\u003eThe Origin of Brands\u003c\/em\u003e, you will learn how to: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDivide and conquer\u003c\/li\u003e\n\u003cli\u003eExploit divergence\u003c\/li\u003e\n\u003cli\u003eUse the theories of survival of the firstest and survival of the secondest\u003c\/li\u003e\n\u003cli\u003eHarness the power of pruning\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e 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. \u003cem\u003eThe Origin of Brands\u003c\/em\u003e will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003ci\u003eRies, Al:\u003c\/i\u003e\u003c\/b\u003e - \u003cp\u003eAl Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries \u0026amp; Ries, works with many Fortune 500 companies. They are the authors of \u003cem\u003eThe 22 Immutable Laws of Branding\u003c\/em\u003e and \u003cem\u003eThe Fall of Advertising and the Rise of PR\u003c\/em\u003e, which was a \u003cem\u003eWall Street Journal\u003c\/em\u003e and a \u003cem\u003eBusinessWeek\u003c\/em\u003e bestseller, and, most recently, \u003cem\u003eThe Origin of Brands\u003c\/em\u003e. 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.\u003c\/p\u003e\u003cb\u003e\u003ci\u003eRies, Laura:\u003c\/i\u003e\u003c\/b\u003e - \u003cp\u003eAl Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries \u0026amp; Ries, works with many Fortune 500 companies. They are the authors of \u003cem\u003eThe 22 Immutable Laws of Branding\u003c\/em\u003e and \u003cem\u003eThe Fall of Advertising and the Rise of PR\u003c\/em\u003e, which was a \u003cem\u003eWall Street Journal\u003c\/em\u003e and a \u003cem\u003eBusinessWeek\u003c\/em\u003e bestseller, and, most recently, \u003cem\u003eThe Origin of Brands\u003c\/em\u003e. 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.\u003c\/p\u003e","brand":"Harper Business","offers":[{"title":"Default Title","offer_id":50843981611282,"sku":"9780060570156","price":13.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_39557082-296c-41c4-b8c8-5fbc036f2bd9.jpg?v=1737305660","url":"https:\/\/surprise-castle.myshopify.com\/products\/the-origin-of-brands-how-product-evolution-creates-endless-possibilities-for-new-brands-9780060570156","provider":"Surprise Castle","version":"1.0","type":"link"}