The Origin Of Brands
Author(s): Al Ries
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.
Product Information
"Illuminating examples and wry humor combine for a delightful read." - Harvard Business Review
Al Ries and his daughter and partner Laura Ries are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and Business Week bestseller.
General Fields
- :
- : haconz
- : haconz
- : 0.245
- : 01 January 2006
- : 203mm X 134mm X 19mm
- : United States
- : books
Special Fields
- : Al Ries
- : Paperback
- : New edition
- : 658.827
- : 320
- : illustrations
