How Product Evolution Creates Endless Possibilities for New Brands
Description
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.
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'The Origin of Brands - Ries, Al, Ries, Laura'.
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