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The origin of brands : how product evolution creates endless possibilities for new brands

Author: Al Ries; Laura Ries
Publisher: New York : HarperCollins e-books, 2009.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Al Ries; Laura Ries
ISBN: 0061751391 9780061751394
OCLC Number: 1021158979
Description: 1 online resource (320 pages)
Contents: Ch. 1. The great tree of life --
Ch. 2. Predicting the future --
Ch. 3. Divide and conquer --
Ch. 4. Gradual change vs. divergence --
Ch. 5. The curse of the clock radio --
Ch. 6. Swiss army knife thinking --
Ch. 7. Bad ideas never die --
Ch. 8. The great tree of high-tech brands --
Ch. 9. The great tree of low-tech brands --
Ch. 10. The mystery of the missing links --
Ch. 11. Survival of the firstest --
Ch. 12. Survival of the secondest --
Ch. 13. The power of pruning --
Ch. 14. Creating a category --
Ch. 15. Establishing an enemy --
Ch. 16. Launching the brand --
Ch. 17. Wrapping things up.
Responsibility: Al Ries and Laura Ries.

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