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The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival (精装)
by Al Ries , Laura Ries
| Category:
Leadership |
| Market price: ¥ 248.00
MSL price:
¥ 228.00
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MSL rating:
 Good for Gifts |
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AllReviews |
1 Total 1 pages 8 items |
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Publishers Weekly, USA
<2008-01-28 00:00>
This father-daughter marketing team, authors of The 22 Immutable Laws of Marketing, believes that evolution is a useful analogy for marketers. Throughout the book, readers are encouraged to think of Darwin's tree of life. For example, the television tree used to consist solely of the three networks, but now comprises an array of cable and satellite offerings. The "phone" tree includes cellular, picture, computer, digital and other varieties. Using many examples, the authors explore this notion: "Competition between individuals (brands) improves the species. Competition between species (categories) drives the categories further and further apart." To survive in today's competitive market where technology makes innovations much faster than in the past, companies must continue to introduce new computers, cars, phones, food, etc. However, the drawbacks of expansion and innovation mean that some products and some corporations won't be profitable. Burger King keeps trying to launch new menus, essentially to compete with McDonald's. While McDonald's has had its own fiscal troubles, it continues to dominate the fast food market because it was first and has so many outlets. Along with their entertaining perspective on advertising and marketing, the authors offer specific advice including devising a new category rather than a brand. Innovative marketers will have a triumphant product if they create a category and launch with a clever name as well, such as Starbucks did for the high-end coffee-shop category. While the book is primarily directed at readers working in marketing, advertising and related fields, managers and executives at both large and small businesses will benefit from it as well.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
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Harvard Business , USA
<2008-01-28 00:00>
Illuminating examples and wry humor combine for a delightful read |
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Michael Santoro (MSL quote), USA
<2008-01-28 00:00>
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. |
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Winston Kotzan (MSL quote), USA
<2008-01-28 00:00>
Before reading, I expected this book to list historical examples of successful brand names and how they developed - Coca-Cola, Kleenex, GAP, etc. But after reading, I was delighted to find that this book had much more. "The Origin of Brands" is one of the most practical business strategy books I have ever read.
The book finds a niche by paralleling Darwin's book "The Origin of Species." The authors give a refresher in high school biology by showing the development of a product is analogous to evolution. Just as how the canine species evolved into many different breeds of dogs - Labradors, Golden Retrievers, Terriers; a product like the television can diverge into new categories - plasma, projection, LCD, DLP, etc. It is through this divergence in innovation that new products can be created and new brand names can come into existence.
Contrary to the belief that entrepreneurs must find unfulfilled markets and seize a business opportunity, Al & Laura Ries say that success can be found through creating new markets. Before the introduction of light beer, there was neither a market nor a demand for light beer. But a new market was created with Bud Lite as the dominating brand. The recently popular Red Bull drink found its success by creating a new market known as "energy drinks."
The book also gives good advice on battling with your brand. If you are competing with the #1 brand in a market, the book suggests you do the opposite of the leader. Target provides fierce competition with Wal-Mart by providing the opposite - clean, neat-looking displays and wide isles. Home Depot and Lowe's have a similar relationship. It is through uniqueness that business must compete - not by following a trend.
Near the end, the book somewhat reverts to basic marketing tactics - giving your brand an identity in the consumer's mind. Cadillac is able to keep a prestigious name by associating itself with the basic idea of "expensive American car." Products like Zima beer, introduced by the Coors company, are unsuccessful because do not identify with a simple basic image in the consumer's minds.
While I can't necessarily agree that the author's thinking applies to all business cases, this book definitely brings out some obvious truths in product development and marketing. It even points out psychological thinking on the customer's end. Unlike many other business books, this one supports itself with hundreds of real-world examples of successful and unsuccessful products. I enjoyed reading it because it was able to answer "why" to almost everything stated.
I recommend this for anyone in marketing, entrepreneurship, and even managers interested in making their business better. "The Origin of Brands" will provide you with ideas helpful in selling any product - no matter how large or how small. Best of all, it is enjoyable as much as it is informative.
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Eric (MSL quote) , USA
<2008-01-28 00:00>
The philosophy and reasoning behind The Origin of Brands is both interesting and valuable. The book describes (in depth) an analogy between Darwinian survival of species and the survival of brands. The logic is sound, and when correctly applied to a marketing plan or branding initiative, will no doubt prove to be worthy.
However, I felt at times that the analogy was too forced. Too much of the book was devoted to proving (with example after example after example) that the authors' theories of divergence was sound. They had me convinced early on, and I looked forward to more "now what?" discussions of how to go about applying this theory to the real world.
Unfortunately, much of that was left to the reader to deduce based upon the very many examples given. There is a lot of valuable information to be had though, so I only docked them one star.
Regardless of my stingy rating, the book is a must read for serious marketing professionals.
Applicability: 8 out of 10 - could use more discussion of practical application
Creativity: 10 - darwinian analogy is easy to understand and provoking
Readability: 9 - easy writing style to absorb and fun to read, but gets bogged down at times in self ratification
Value: 9 - for the money spent on this book, you could avoid some very common and critical marketing blunders.
Best Point: Darwinian theories and quotes from the original Origin of Species - lets exercise those brains folks! Complete with illustrations, this analogy really does hold the book together and makes the title apt and appropriate.
Worst Point: In a lengthy diatribe against convergence, the Rieses seem to forget that some forms of divergence come when a species (or brand) strengthen a common trait (feature) that is shared with another species (brand). That is, not all "convergence" is bad - such as telecom "service convergence" of voice video and data, which has led to diverging technologies (higher-speed broadband technologies that can support video, for example).
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Emanuel Carpenter (MSL quote), USA
<2008-01-28 00:00>
What do WebTV, The Swiss Army Knife, and Miller Lite all have in common? If you said bad ideas, you're only half right. According to the new book "The Origin of Brands" from marketing experts Al & Laura Ries (The Fall of Advertising & The Rise of PR), they are also examples of convergence, which should be avoided whenever possible.
Convergence occurs when products produced separately are merged into one. The authors of this book offer an alternative, divergence or new products or services that stand alone. Relying heavily on examples from Darwin's "Origin of Species" the authors explain why creating separate categories are more beneficial to consumers, businesses, and the marketplace. The authors state "Did you ever see a tree in which two branches converged to form a single branch? Perhaps, but this is highly unlikely in nature. It's also highly unlikely in products and services." Instead, according to this book, divergence is the answer.
In the chapter titled "Survival of The Firstest," the authors give the best advice. They insist on the importance of launching a brand into a naught market, relying on the importance of being first. And if you can't be first in the market, the chapter "Survival of the Secondest," explains how to survive being second and how to overcome the competition. The authors explain how emulation is to be avoided and being the direct opposite of competitor's works best. They use The University of Phoenix, G.I. Joe, and Bud Light as successful examples.
Though this book tends to overlook some of the successes in convergence, like the car stereo and the caller ID/phone, "The Origin of Brands" is still an excellent book. It's packed with intelligent marketing and public relations advice that could be applied to practically every product, business, or service. Anyone in business will love this book and will not be able to put it down until the very last page. "The Origin of Brands" will make a wonderful desk reference for anyone who wants to practice sound marketing techniques. Buy it. Study it. And put in into action. |
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Adam (MSL quote), USA
<2008-01-28 00:00>
This is my first time writing a review because its not everyday I get so excited by a book. But this is Amazing! One of those books that completly changes the way you look at the world. So many lights came on. After years of struggling to come up with viable product/service ideas and after countless hours reading business books on how to run and market a business after you actually get one going, I finally know where to begin in coming up with business ideas.It fills in so many of the gaps left out of most other business books.
Put all your other books away start your business reading here! This is not some cute, ivory tower theory. The book is brimming with real world examples, much like Positioning. And it draws heavily from Charles Darwin and his theories of evolution and most importantly DIVERGENCE. Survival of a species and survival of a product are very similar.
I had no idea what Divergence meant 24 hours ago. Now I can think of nothing else. If you read only one book this year, make it this one. I even paid full hardcover price at the bookstore because I couldnt wait for the info.
If you want an edge, get this book! |
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Butler (MSL quote), USA
<2008-01-28 00:00>
Al & Laura Ries are the best minds in marketing, and "The Origin of Brands" - in my humble opinion, having read several of their others - is their best book. It provides their usual wealth of examples, but this time goes deeper into the universal law that almost guarantees the success of some products and virtually condemns others to oblivion.
The Ries's arrived at this law after decades nutting out marketing and branding problems for many large companies. I won't spoil it for you, but they borrow from the Darwinian concept of divergence (as opposed to the more familiar evolution) and apply it to the world of products and marketing. Divergence has to do with the creation not simply of new products but of new categories. For instance, the Red Bull drink is not a competitor to Coke within the category 'soft drink', it pioneered a whole new category called 'energy drink'. It therefore gets all the benefits of owning the category.
The ideas manage to be ground-breaking yet common sense at the same time, and they cut through all the crap about the supposed benefits of company mergers, 'synergy' and 'convergence' in favor of simple, focused companies being the leader in their field. "The Origin of Brands" foreshadowed the book "Blue Ocean Strategy", which highlights the waste of energy involved in competing head-to-head when you could be creating an entirely new category with your product and having the market all to yourself.
Just because their writing style is a pleasure, and their books look attractive and are short, people think that the Ries's books don't have the gravitas of a Peter Drucker or Jim Collins. Nothing could be further from the truth. Whatever appears on the page is there for a reason, and the thinking is precise.
"The Origin of Brands" you will give you insights equal to 50 or a 100 lesser works, and bring clarity to what it is you are aiming to do.
If you only buy one business book this year, let it be this one.
Tom Butler-Bowdon, author of:
"50 Success Classics: Winning Wisdom for Work and Life from 50 Landmark Books"; and
"50 Self-Help Classics: 50 Inspirational Books to Transform Your Life". |
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1 Total 1 pages 8 items |
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