TY  - BOOK
AU  - Ries,Al
AU  - Ries,Laura
TI  - The origin of brands: discover the natural laws of product innovation and business survival 
SN  - 0060570148
AV  - HD69.B7 R538 2004
U1  - 658.827 22
PY  - 2004///
CY  - New York
PB  - HarperCollins
KW  - Brand name products
KW  - Branding (Marketing)
KW  - Management
KW  - New products
N1  - Includes index; Ch. 1; The great tree of life --; Ch. 2; Predicting the future --; Ch. 3; Divide and conquer --; Ch. 4; Gradual change vs. divergence --; Ch. 5; The curse of the clock radio --; Ch. 6; Swiss army knife thinking --; Ch. 7; Bad ideas never die --; Ch. 8; The great tree of high-tech brands --; Ch. 9; The great tree of low-tech brands --; Ch. 10; The mystery of the missing links --; Ch. 11; Survival of the firstest --; Ch. 12; Survival of the secondest --; Ch. 13; The power of pruning --; Ch. 14; Creating a category --; Ch. 15; Establishing an enemy --; Ch. 16; Launching the brand --; Ch. 17; Wrapping things up
N2  - "In their 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 strategy for creating innovative products, building a successful brand, and, in turn, achieving business success." "Using studies of failed convergence products and 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."--BOOK JACKET
ER  -