Changing conditions in the marketplace create endless opportunities to build new brands and make profits. But these opportunities cannot be found where most people and most companies look, in the convergence of existing categories like the cell phone and the Internet. Instead, the best opportunities lie in the opposite direction - in divergence.
In The Origin of Brands, marketing consultants Al and Laura Ries take Charles Darwin‘s idea of evolution and apply it to the branding process. By following Darwin‘s brilliant deduction that new species arise from the divergence of an existing species, the Rieses outline a revolutionary approach to creating a great brand and taking it to market.
This results in a new and strikingly effective strategy for creating innovative products, building a powerful brand, and achieving business success.
