Al Ries, Laura Ries

Broschiertes Buch

The Origin of Brands

How Product Evolution Creates Endless Possibilities for New Brands

Beschreibung

Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. This author discusses the importance of public relations, protecting the brand, and when to give up on an existing brand.

Autor

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Produktdetails

• Verlag: B&T
• Seitenzahl: 320
• Erscheinungstermin: 27. September 2005
• Englisch
• Abmessung: 203mm x 133mm x 19mm
• Gewicht: 242g
• ISBN-13: 9780060570156
• ISBN-10: 0060570156
• Artikelnr.: 15205544

Rezensionen

"Illuminating examples and wry humor combine for a delightful read." Harvard Business Review