The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival
Average customer rating: 4 out of 5 stars
  • Which way to go?
  • Darwin's Divergence Theory Powerful in Business Marketing
  • Very Well Done
  • Try the divergence test in your daily career
  • Highly readable but a bit glib
 The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival
Al Ries , and Laura Ries
Manufacturer: Collins
ProductGroup: Book
Binding: Hardcover

GeneralGeneral | Business & Investing | Subjects | Books
GeneralGeneral | Marketing | Marketing & Sales | Business & Investing | Subjects | Books
ASIN: 0060570148
Release Date: 2004-05-11

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.

Customer Reviews:

4 out of 5 stars Which way to go?.......2007-07-19

I believe that this kind of book is for those who want to open their mind to another kind of Marketing thinking.
In this book we can see the other side of the coin, because all the big companies are thinking in convergence, like Apple, and Divergence is a concept that will arise in the following years.

4 out of 5 stars Darwin's Divergence Theory Powerful in Business Marketing.......2007-05-13

Using Charles Darwin's theory of divergence as a foundation, Al and Laura Ries argue that the new trend of convergence (cellphones with cameras, and refrigerators with internet) is the complete wrong direction for brands to move. They present, quite successfully, the view that convergence is a loser. Categories of products diverge and the first to that new category is the winner.

I initially found the this book very interesting, but unpractical. Realistically I had to be able to come up with more examples, than they had, of successful convergence. But I couldn't. As I continued to read and, more importantly, reflect on the real world, I found myself in total agreement. Strong brands succeed because they are great at one thing, not pretty good at a couple.

Al and Laura also make a great point about being first to a category. People still believe it is more important to be the best and fight the good fight. Definetely there are some examples where the firsts to categories have faltered, but for the most part, first equals the winner. They gather all the buzz and establish themselves as the leader in the category.

There are many factors that contribute to a successful brand, but I believe these theories should be among them. Definetely recommended reading for any brand manager or business owner. I find myself viewing companies, big and small, through this lens on a daily basis. What causes their brand to succeed or fail? I've found many times it's how they apply these concepts that lead to the result.

5 out of 5 stars Very Well Done.......2007-03-23

I really enjoyed this book. I will say there were repeated aggressive personal opinions given about the future of certain companies that I did not care for. They lost some of the thunder with me because of the remarks but nevertheless the book was a very good read with a lot of practical suggestions and ideas.

4 out of 5 stars Try the divergence test in your daily career.......2006-11-08

Divergence is definitely not a popular concept; however, it is a concept that rings true in many things in my life and work. After reading this book I gave it the old 'how does it apply in the real world' test and was pleasantly suprised. Clock radio = convergence. Camera phone = convergence. I think these are the rules for convergence that the Ries talk about. Unlike other reviewers I believe that the depth of coverage of the failures of convergence is a good thing. Many times knowing what not to do is more important than knowing what to do. I work in the information security field and filled my whiteboard with the ever diverging and segmenting field. It helped me identify a few areas that I haven't thought of. When washed against the products in the market it is clear than products that diverge end up getting marketshare it is the convergence products that get the glitz and glamour. To me that answers the question of how to get rich rather than famous.

3 out of 5 stars Highly readable but a bit glib.......2006-03-06

The Rieses certainly know how to write a business book. Top secret: They write it in clear English, in short sentences, and without jargon.

They make one point over and over again, using the analogy to Charles Darwin's Origin of Species: Convergence never works, while divergence can work. In other words, a product with its own niche and its own brand can make billions. All you have to do is invent a niche. Starbucks may be the best example: as they say, "In America, Starbucks was the first European-style coffeehouse ... Starbucks in Milan was just another coffee shop."

However, the Rieses never tell the aspiring businessperson how to figure out which niche is the right one to be in, and which is not. And with all their interest in brand names, they never tell us why "Starbucks" was the right brand name for coffee, while "Coffee Connection" (their example) would be "inappropriate" and "mundane." They say it's so, but they don't say why. Plenty of "mundane" sounding names have made it: how about "Office Depot"? Not very different from "Coffee Connection."

And althought their point about convergence seems generally valid -- who wants a device that's a TV, a computer, and a DVD player, all in one? -- it has exceptions. Look at the BlackBerry or Treo (which they hardly mention), which combine a personal organizer, cell phone, e-mail device, Web access device, and so on. Why is there a "niche" for these products?
The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival
Average customer rating: Not rated
    		The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival
    Al, and Ries, Laura Ries
    Manufacturer: Collins
    ProductGroup: Book
    Binding: Paperback
    ASIN: B000OF34L8

    Learning for Innovation in the Global Knowledge Economy: A European and Southeast Asian Perspective
    Average customer rating: Not rated
      		Learning for Innovation in the Global Knowledge Economy: A European and Southeast Asian Perspective
      Dimitrios Konstadakopulos
      Manufacturer: Intellect (UK)
      ProductGroup: Book
      Binding: Paperback

      Development & GrowthDevelopment & Growth | Economics | Business & Investing | Subjects | Books
      GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
      GeneralGeneral | Business & Investing | Subjects | Books
      Organizational ChangeOrganizational Change | Organizational Behavior | Business & Investing | Subjects | Books
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      New Business EnterprisesNew Business Enterprises | Small Business & Entrepreneurship | Business & Investing | Subjects | Books
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      ASIN: 1841500852
      Innovation and Business Partnering in Japan, Europe and the United States (Routledge Studies in the Growth Economies of Asia)
      Average customer rating: Not rated
        		Innovation and Business Partnering in Japan, Europe and the United States (Routledge Studies in the Growth Economies of Asia)
        Taplin
        Manufacturer: Routledge
        ProductGroup: Book
        Binding: Hardcover

        GeneralGeneral | Business & Investing | Subjects | Books
        GeneralGeneral | International | Business & Investing | Subjects | Books
        New Business EnterprisesNew Business Enterprises | Small Business & Entrepreneurship | Business & Investing | Subjects | Books
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        All TitlesAll Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
        ASIN: 0415402875
        The Associational Economy: Firms, Regions, and Innovation
        Average customer rating: 4 out of 5 stars
        • Associational Economics
        		 The Associational Economy: Firms, Regions, and Innovation
        Philip Cooke , and Kevin Morgan
        Manufacturer: Oxford University Press, USA
        ProductGroup: Book
        Binding: Hardcover

        ComparativeComparative | Economics | Business & Investing | Subjects | Books
        InternationalInternational | Economics | Business & Investing | Subjects | Books
        GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
        GeneralGeneral | Business & Investing | Subjects | Books
        GeneralGeneral | International | Business & Investing | Subjects | Books
        New Business EnterprisesNew Business Enterprises | Small Business & Entrepreneurship | Business & Investing | Subjects | Books
        Human GeographyHuman Geography | Social Sciences | Nonfiction | Subjects | Books
        GeneralGeneral | Business & Finance | New & Used Textbooks | Stores | Books
        GeneralGeneral | Economics | Business & Finance | New & Used Textbooks | Stores | Books
        ASIN: 0198290187

        Book Description

        Philip Cooke and Kevin Morgan explore important issues of corporate reorganization in the context of heightened global competition. Their special focus is upon how firms associate with regional milieux. Innovation is a key factor in corporate and regional economic performance and the authors show how interactive innovation based on collective learning and associative practices are becoming increasingly significant. In-depth studies of inter-firm and firm-agency interactions are presented for four European regions: Baden-Wurttemberg and Emilia-Romagna as accomplished regional economies; Wales and the Basque Country as learning regions. The book is theoretically informed by an evolutionary economics perspective and draws policy conclusions which emphasise the importance of decentralized industrial policy in support of both corporate and regional economic development ambitions. It concludes that the associational economy may be the `third way' between state and market co-ordination of modern economies.

        Customer Reviews:

        4 out of 5 stars Associational Economics.......2007-08-27

        Associational economics is something that reshapes the studies of regional sciences. Philip Cooke and Kevin Morgan, both professors of the University of Whales, explore how social capital can make a difference in the development strategies of regions and countries. This debate is very interesting for the developing countries. As a Brazilian professor, I'm very interesting in such matters. Since the end of the military regime we have been searching for a new model for development policies. Neoliberalism failed and there is no turning back to the substitution of imports model. This book offers a diversity of policies that can be empirically experimented.
        Europe's Next Step: Organisational Innovation, Competition and Employment
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          		Europe's Next Step: Organisational Innovation, Competition and Employment
          Lars Andreasen
          Manufacturer: Routledge
          ProductGroup: Book
          Binding: Hardcover

          Company ProfilesCompany Profiles | Biography & History | Business & Investing | Subjects | Books
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          IndustrialIndustrial | Management & Leadership | Business & Investing | Subjects | Books
          Production & OperationsProduction & Operations | Management & Leadership | Business & Investing | Subjects | Books
          GeneralGeneral | Europe | History | Subjects | Books
          ASIN: 071464630X

          Book Description

          This book looks at the experience of 13 leading-edge European firms and institutions, drawn from the manufacturing services and health sectors. It shows how organisation has been the key to their productivity growth. It also shows that while Europe has much to learn from Japan and the USA, it has considerable expertise on which the production sector can grow.

          Firm Objectives, Controls and Organization: The Use of Information and the Transfer of Knowledge Within the Firm (Economics of Science, Technology and Innovation)
          Average customer rating: Not rated
            		Firm Objectives, Controls and Organization: The Use of Information and the Transfer of Knowledge Within the Firm (Economics of Science, Technology and Innovation)
            G. Eliasson
            Manufacturer: Springer
            ProductGroup: Book
            Binding: Hardcover

            GeneralGeneral | Organizational Behavior | Business & Investing | Subjects | Books
            Organizational LearningOrganizational Learning | Organizational Behavior | Business & Investing | Subjects | Books
            GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
            MicroeconomicsMicroeconomics | Economics | Business & Investing | Subjects | Books
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            Business & InvestingBusiness & Investing | Qualifying Textbooks - Fall 2007 | Stores | Books
            Computers & InternetComputers & Internet | Qualifying Textbooks - Fall 2007 | Stores | Books
            ASIN: 0792338707

            Book Description

            The actual organization and use of information systems in American, European and Japanese firms are investigated and compared with theoretical conclusions. Finally, following the experimental evolution of the information products over the past twenty years, the results presented indicate that information and communication firms are now starting to offer the kind of business information systems predicted by the analysis.
            The transformation of business information systems technology can be followed in the Chronicle, which is provided on diskette and which covers the development of modern IT and telecommunications industries. The data are arranged to allow researchers to reconfigure the data according to their own needs.
            From Central State to Free Global Market Economy (NATO Science Partnership Sub-Series: 4:)
            Average customer rating: Not rated
              		From Central State to Free Global Market Economy (NATO Science Partnership Sub-Series: 4:)

              Manufacturer: Springer
              ProductGroup: Book
              Binding: Hardcover

              Policy & Current EventsPolicy & Current Events | Popular Economics | Business & Investing | Subjects | Books
              GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
              Development & GrowthDevelopment & Growth | Economics | Business & Investing | Subjects | Books
              Economic Policy & DevelopmentEconomic Policy & Development | Economics | Business & Investing | Subjects | Books
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              Management ScienceManagement Science | Management & Leadership | Business & Investing | Subjects | Books
              Production & OperationsProduction & Operations | Management & Leadership | Business & Investing | Subjects | Books
              GeneralGeneral | Mechanical | Engineering | Professional & Technical | Subjects | Books
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              Industrial TechnologyIndustrial Technology | Industrial, Manufacturing & Operational Systems | Engineering | Professional & Technical | Subjects | Books
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              GeneralGeneral | Economics | Business & Finance | New & Used Textbooks | Stores | Books
              All TitlesAll Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
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              ProfessionalProfessional | Qualifying Textbooks - Fall 2007 | Stores | Books
              ASIN: 0792345207

              Book Description

              The exceptional impact of free market globalization on CIS countries and the use of innovation to counter the concomitant socioeconomic problems are profoundly and frankly analyzed and discussed from a variety of standpoints, both cultural and geographical. New possible solutions are presented and discussed, leading to a proposal for the development of a `common technological language'. Audience: A high level reference text for experts and organizations interested in economic problems and forecasting, which underscores the technological aspects and the cultural revolution needed for advanced, high quality manufacturing and service sectors. Of interest to experts in both technology and economics.
              From War to Wealth: 50 Years of Innovation Organization for Economic Co-Ooperation and Development
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                		From War to Wealth: 50 Years of Innovation Organization for Economic Co-Ooperation and Development
                Scott Sullivan
                Manufacturer: Organization for Economic Cooperation & Devel
                ProductGroup: Book
                Binding: Paperback

                Policy & Current EventsPolicy & Current Events | Popular Economics | Business & Investing | Subjects | Books
                GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
                Development & GrowthDevelopment & Growth | Economics | Business & Investing | Subjects | Books
                Economic Policy & DevelopmentEconomic Policy & Development | Economics | Business & Investing | Subjects | Books
                Economic HistoryEconomic History | Economics | Business & Investing | Subjects | Books
                InternationalInternational | Economics | Business & Investing | Subjects | Books
                GeneralGeneral | Business & Investing | Subjects | Books
                GeneralGeneral | Europe | History | Subjects | Books
                Social HistorySocial History | Historical Study | History | Subjects | Books
                RelationsRelations | International | Politics | Nonfiction | Subjects | Books
                ASIN: 9264155031

                Book Description

                On the occasion of the fiftieth anniversary of the Marshall Plan, this book tells the story of the OECD from its inception with George Marshall's plan for European recovery to its prospects for the new century before us.
                Industrial Organisation and Innovation: An International Study of the Software Industry (New Horizons in the Economics of Innovation)
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                  		Industrial Organisation and Innovation: An International Study of the Software Industry (New Horizons in the Economics of Innovation)
                  Salvatore Torrisi
                  Manufacturer: Edward Elgar Publishing
                  ProductGroup: Book
                  Binding: Hardcover

                  Company ProfilesCompany Profiles | Biography & History | Business & Investing | Subjects | Books
                  GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
                  MicroeconomicsMicroeconomics | Economics | Business & Investing | Subjects | Books
                  GeneralGeneral | Business & Investing | Subjects | Books
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                  High-TechHigh-Tech | Industries & Professions | Business & Investing | Subjects | Books
                  ServiceService | Industries & Professions | Business & Investing | Subjects | Books
                  ResearchResearch | Social Sciences | Nonfiction | Subjects | Books
                  InnovationsInnovations | Technology | Science | Subjects | Books
                  ASIN: 1858988942
                  Information and Communications Technologies in Scociety: E-Living in a Digital Europe (Routledge Studies in Innovation, Organization and Technology)
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                    		Information and Communications Technologies in Scociety: E-Living in a Digital Europe (Routledge Studies in Innovation, Organization and Technology)
                    Ben Anderson
                    Manufacturer: Routledge
                    ProductGroup: Book
                    Binding: Hardcover

                    Labor PolicyLabor Policy | Popular Economics | Business & Investing | Subjects | Books
                    CommunicationsCommunications | Skills | Business & Investing | Subjects | Books
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                    All TitlesAll Titles | Qualifying Textbooks - Fall 2007 | Stores | Books
                    ASIN: 0415383846

                    Book Description

                    There is a growing body of work examining the "consequences," or more accurately the inter-relationships between information and communications technologies (ICTs) and society at the microsocial (individual, household) level. The vast majority of this work has so far been focused on the US and the subsequent publications have consequently provided predominantly US-centered analyses. This book will re-dress this balance by providing analyses of the situation in Europe and is associated states and placing the analyses in the context of both European and International research and policy debates. The book uses data from a range of European countries as well as comparisons with Asia and the USA. Students and academics from a range of disciplines including sociology, business and management and new media will find this book to be a valuable addition to their reading lists.

                    Job Design and Technology: Taylorism vs. Anti-Taylorism (Routledge Advances in Management and Business Studies, 4)
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                      		Job Design and Technology: Taylorism vs. Anti-Taylorism (Routledge Advances in Management and Business Studies, 4)
                      Hans Pruijt
                      Manufacturer: Routledge
                      ProductGroup: Book
                      Binding: Hardcover

                      GeneralGeneral | Organizational Behavior | Business & Investing | Subjects | Books
                      WorkplaceWorkplace | Organizational Behavior | Business & Investing | Subjects | Books
                      GeneralGeneral | Job Hunting & Careers | Business & Investing | Subjects | Books
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                      Human Resources & Personnel ManagementHuman Resources & Personnel Management | Industries & Professions | Business & Investing | Subjects | Books
                      GeneralGeneral | Industries & Professions | Business & Investing | Subjects | Books
                      GeneralGeneral | International | Business & Investing | Subjects | Books
                      Management & LeadershipManagement & Leadership | Business & Investing | Subjects | Books | Business Ethics | Consolidation & Merger | Decision-Making & Problem Solving | Distribution & Warehouse Management | Industrial | Information Management | Leadership | Management | Management Science | Motivational | Negotiating | Operations Research | Planning & Forecasting | Pricing | Production & Operations | Project Management | Quality Control | Risk Assessment | Statistics | Strategy & Competition | Systems & Planning | Systems Analysis | Teams | Total Quality Management | Training
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                      ASIN: 0415158699

                      Book Description

                      This book provides a systematic analysis of anti-Taylorist activity at a shop-floor level, analyzing 150 cases of anti-Taylorist initiatives in Scandinavia, the UK and the Netherlands.

                      World Trade Liberalization for the New Millennium: An Empirical Study
                      Average customer rating: Not rated
                        		World Trade Liberalization for the New Millennium: An Empirical Study
                        Kym Anderson , Thomas W. Hertel , Joseph Francois , Bernard Hoekman , and Will Martin
                        Manufacturer: Centre for Economic Policy Research
                        ProductGroup: Book
                        Binding: Paperback

                        Policy & Current EventsPolicy & Current Events | Popular Economics | Business & Investing | Subjects | Books
                        Development & GrowthDevelopment & Growth | Economics | Business & Investing | Subjects | Books
                        Economic Policy & DevelopmentEconomic Policy & Development | Economics | Business & Investing | Subjects | Books
                        Exports & ImportsExports & Imports | Economics | Business & Investing | Subjects | Books
                        InternationalInternational | Economics | Business & Investing | Subjects | Books
                        TheoryTheory | Economics | Business & Investing | Subjects | Books
                        GeneralGeneral | Politics | Nonfiction | Subjects | Books
                        ASIN: 1898128472

                        Book Description

                        This report examines the changing landscape of world production and trade, focusing on the major trends in global markets as they affect the distribution of gains from further trade reform. The key purpose of the report is to estimate the costs to both developed and developing countries of the trade distortions that will remain after the Uruguay Round is fully implemented, and the potential economic effects of reducing those distortions. Using the Global Trade Analysis Project (GTAP) model, the patterns of changes since the 1960s are used as a basis for projecting the world economy though to 2005. The authors conclude that even after the full implementation of the Uruguay Round commitments, huge welfare gains remain to be realized.

                        Botswana Business & Investment Opportunities Yearbook
                        Average customer rating: Not rated
                          		Botswana Business & Investment Opportunities Yearbook
                          USA International Business Publications
                          Manufacturer: Intl Business Pubns USA
                          ProductGroup: Book
                          Binding: Paperback

                          Exports & ImportsExports & Imports | Economics | Business & Investing | Subjects | Books
                          GeneralGeneral | Business & Investing | Subjects | Books
                          GeneralGeneral | Investing | Business & Investing | Subjects | Books
                          ASIN: 0739747223

                          Book Description

                          This yearbook contains basic information on export-import, investment and business opportunities in the respected country. Provides information on government structure, economy, business climate, regulations, and more... Includes basic statistics, information on the most important business contacts and business travel. Updated annually.
                          Botswana Business and Investment Opportunities Yearbook (World Country Study Guide Library)
                          Average customer rating: Not rated
                            		Botswana Business and Investment Opportunities Yearbook (World Country Study Guide Library)

                            Manufacturer: Intl Business Pubns USA
                            ProductGroup: Book
                            Binding: Paperback

                            Exports & ImportsExports & Imports | Economics | Business & Investing | Subjects | Books
                            GeneralGeneral | Business & Investing | Subjects | Books
                            GeneralGeneral | Investing | Business & Investing | Subjects | Books
                            ASIN: 0739775979
                            Botswana Investment & Business Opportunities Yearbook (World Investment & Business Opportunities Library)
                            Average customer rating: Not rated
                              		Botswana Investment & Business Opportunities Yearbook (World Investment & Business Opportunities Library)
                              USA International Business Publications
                              Manufacturer: International Business Publications, USA
                              ProductGroup: Book
                              Binding: Library Binding
                              ASIN: 0739712225

                              Book Description

                              This yearbook contains information on investment business opportunities, international economic projects, tenders, government projects, marketing and export-import opportunities information.
                              Botswana Business and Investment Opportunities Yearbook (World Business and Investment Opportunities Library)
                              Average customer rating: Not rated
                                		Botswana Business and Investment Opportunities Yearbook (World Business and Investment Opportunities Library)
                                Igor Oleynik
                                Manufacturer: International Business Publications USA
                                ProductGroup: Book
                                Binding: Digital

                                GeneralGeneral | Business & Investing | Subjects | Books
                                Online BooksOnline Books | Books & Reading | Literature & Fiction | Subjects | Books
                                GeneralGeneral | Business & Investing | Subjects | e-Docs | Formats | Books
                                GeneralGeneral | Business | PDF (printable) | Formats | e-Docs | Formats | Books
                                International Business PublicationsInternational Business Publications | By Publisher | e-Docs | Formats | Books
                                ASIN: B00005R52I
                                Release Date: 2006-01-01

                                Book Description

                                Major investment, export-import and other Strategic business opportunities and contacts, basic info for conducting business in the country

                                Download Description

                                Major investment, export-import and other strategic business opportunities and contacts, basic information for conducting business in the country

                                Books:

                                1. The Slingshot Syndrome: Why America's Leading Technology Firms Fail at Innovation
                                2. The Soul of the New Consumer : The Attitudes, Behavior, and Preferences of E-Customers
                                3. The Stakeholder Strategy: Profiting from Collaborative Business Relationships
                                4. The Tyranny of Elegance: Consumer Cosmopolitanism in the Era of Goethe
                                5. Under Construction: The Gendering of Modernity, Class, and Consumption in the Republic of Korea
                                6. Unleashing the Ideavirus
                                7. Using Surveys to Value Public Goods: The Contingent Valuation Method (RFF Press)
                                8. 2003-2004 Annual Supplement to The Piano Book
                                9. A Journey into the Heroic Environment: A Personal Guide for Creating Great Customer Transactions Using Eight Universal Shared Values
                                10. Advanced Email Marketing

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