By Al Ries
An exam of the method of brand name construction stocks case stories for a few profitable items, studying advertising tools that display powerful model divergence, in a consultant that argues opposed to present advertising developments.
Read Online or Download The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival PDF
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Additional resources for The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival
It often takes decades to associate a new brand with a new category. (The world's < previous page page_157 next page > < previous page page_158 next page > Page 158 most successful brands are those that sell the same stuff with the same strategy for an extended time. ) If hot chocolate becomes the next "in" drink, should Starbucks switch from coffee to hot chocolate? Only at its own peril. Chasing the latest fad is only one of the many branding mistakes a company can make. Even worse is branching out the brand rather than branding the branch.
Invariably by divergence of existing categories. Over time, the computer category diverged, and today we have many different types of computers and many different brands. Does anyone doubt that there will be more categories to come? But where did the mainframe computer come from? you might be thinking. Well, there was a category called calculators. Then the category diverged and we had mechanical calculators and electronic calculators. In reality the mainframe computer is an electronic calculator with a million-dollar name.
Of course not. When everyone starts wearing black, celebrities will be on to the next thing. ) < previous page page_143 next page > < previous page page_144 next page > Page 144 You Win by Introducing New Brands This year's fashion is next year's also-ran. You win in the world of fashion not by changing your brand to adapt to today's fashion, but by introducing new brands that create new categories. Instead of line-extending his brand into a host of new categories, Ralph Lauren should think about creating a new brand to capture tomorrow's consumers who will be looking for the next big thing.
The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival by Al Ries