The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands

The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands

What Charles Darwin did for biology, Al and Laura Ries do for branding.

In their exciting 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 new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success.Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet.

Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to:


Divide and conquer
Exploit divergence
Use the theories of survival of the firstest and survival of the secondest
Harness the power of pruning
Using insightful studies of failed convergence products and engaging 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.

Title:The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands
Edition Language:English
ISBN:9780060570156
Format Type:

    The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands Reviews

  • Scott Dinsmore

    Why I Read this Book: Each and every one of us are exposed to thousands of brands a day. I wanted to understand what it takes to put a brand in that special place in one’s mind and how I could use t...

  • Tiff

    Outdated historical information (shucks didn't know this was published in 2005) but contains some applicable concets suited even to today's time. The writing though felt like what another reviewer her...

  • Essam AlGhamdi

    كتاب اساسي لجميع العاملين في مجال التسويق و الدعايه و الاعلان. من الكتب الجميله للكاتب ال ريز يستعرض فيها التا...

  • Eric Stover

    This would likely have made a lovely magazine article. All the filler/excessive examples/repetitiveness necessary to expand it to book length ruins what would otherwise be an interesting take. It also...

  • Claudia Orta

    El origen de las marcas es un refrescante libro de mercadotecnia (o lo fue en su tiempo, pues leí la edición que se publicó en 2004). Esta obra abarca los temas de lanzamiento de nuevos productos, ...

  • Ahmad Badghaish

    Good one. It has more examples that it should be, but I enjoyed it. ...

  • Laurent Destrooper

    Extensive in it's promise...

  • S A

    Unprecedented outlook on the topic...

  • Tarun Bahuguna

    The book is nothing related to history or origin of branding rather it talks about the latest brand (during publishing) and their case studies. The book is based on Ries’ study and experience on why...

  • Tony Cohen

    I am a bit challenged when writing my review for this book, so I will redirect people to what I said about J-pod, which was, in essence, that the existence of another very similar book to this one ren...