The Origin of Brands - Discover the Natural Law of
Product Innovation and Business Survival
von Al Ries und Laura Ries (Oktober 2004)
"Names do matter. Depending on the category, the name
can represent the pirmary reason for the brand's success." (S. 5)
"In business, changes in technology and in the cultural environ-
ment create the conditions that cause categories to diverge."
"Big companies tend to see things the way they are.
Entrepreneurs tend to see things the way they could be." (S. 11)
"A brand is valuable for one reason and for one reason only.
It dominates a category." (S. 12)
"Each new category creates an opportunity for a new brand. Sadly, most companies 'stretch'
an existing brand to cover the new category. This represents the biggest mistake in marketing." (S. 14)
"Branding opportunities do not lie in the pursuit of
existing markets. Branding opportunities lie in the
creation of new markets." (S. 17)
"The best way to build a brand is ... by creating
category you can be first in." (S. 18)
"Eight of the world's ten most valuable brands were
created by divergence from an existing category." (S. 23)
"Critical to making correct branding decisions is the ability to differentiate between the market
and the mind. [...] The mind comes first; the market follows where the mind leads." (S. 24)
"What matters is not what's on the market. What matters is what's in the mind." (S. 25)
"It's divergence, not evolution, that creates the most
to build a brand." (S. 34)
"If categories are diverging, then the opportunity arises for a new brand." (S. 42)
"Over time, categories divide and become two or more categories, creating endless opportunities
to build a new brand." (S. 90)
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