A presentation on the book "The origin of Brands" by the father-daughter combo, Al Ries and Laura Ries. The book talks about how product evolution creates endless possibilities for new brands. The key concepts to learn from the book deal with Convergence and Divergence.
7. DIVERGENCE
• When a single category expands and creates
multiple categories
• Each of these developing categories represents
an opportunity to build a new brand
11. 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