Dimensions
135 x 203 x 18mm
Discover The Natural Laws Of Product Innovation And Business Survival.
In 'The Origin Of Brands', marketing experts Al Ries and Laura Ries apply Darwin's theories of evolution to the branding process. The result is an innovative and strikingly effective strategy for creating new products, building a successful brand, and, in turn, achieving business growth.
The Rieses take you through the process of creating and sustaining a brand, including how new ideas are developed, the importance of being first, inventing a new category, positioning against a competitor, the role of public relations, protecting the brand, and knowing when to give up on an existing brand. Insightful studies and examples of branding successes and failures illustrate their theories in action. 'The Origin Of Brands' is the definitive book on the subject, and the Rieses will show you how to come out on top in the high-stakes world of branding.
