The origin of brands : discover the natural laws of product innovation and business survival - Ries, Al.; Ries, Laura (New York : HarperCollins, 2004)
The great tree of life -- Predicting the future -- Divide and conquer -- Gradual change vs. divergence -- The curse of the clock radio -- Swiss Army knife thinking -- Bad ideas never die -- The great tree of high-tech brands -- The great tree of low-tech brands -- The mystery of the missing links -- Survival of the firstest -- Survival of the secondest -- The power of pruning -- Creating a category -- Establishing an enemy -- Launching the brand -- Wrapping things up.
Includes index.
Keywords: Brand name products; Branding (Marketing); Brand name products -- Management; New products -- Management; Merkartikelen; Merken; Marketing