the origin of brands by al ries and laura ries
TRANSCRIPT
EVOLUTION
DIVERGENCE
Theory given by Charles Darwin
About The Authors
Darwin’s 2 forces at work in nature
Natural Selection Divergence
CONVERGENCEWhen you combine products to create
new brands
DIVERGENCE
• When a single category expands and creates multiple categories
• Each of these developing categories represents an opportunity to build a new brand
Broadcast TV
Cable TV
USA Network
CNN
Satellite TV
Dish Network
DirectTV
Mainstream Computer
Home personal computers Laptops
Business personal
computers
Personal computers sold
direct
CONVERGENCE Vs
DIVERGENCEA big debate
It's not enough to "evolve" your brands to keep up with competition. You also need to look for opportunities to launch new brands to take advantage of diverging categories
Every new category creates an opportunity for a new brand which means you have to put your product right in the middle of the market where there is no market
In the world of business, you need to practice divergence as well as evolution
KEY LEARNINGS
THANK YOU!
CHERRY MALHOTRA
PGDM2/1511