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EVOLUTION
DIVERGENCE
Theory given by Charles Darwin
About The Authors
Darwin’s 2 forces at work
in nature
Natural
Selection
Divergence
CONVERGENC
EWhen you combine products to create new brands
DIVERGENCE
• When a single category expands and creates
multiple categories
• Each of these developing categories represen...
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
DIVERGENCE
A big debate
It's not enough to "evolve" your brands to keep up with competition.
You also need to look for opportunities to launch ne...
THANK
YOU!
CHERRY MALHOTRA
PGDM2/1511
The origin of brands by Al Ries and Laura Ries
The origin of brands by Al Ries and Laura Ries
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The origin of brands by Al Ries and Laura Ries

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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.

Published in: Marketing
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The origin of brands by Al Ries and Laura Ries

  1. 1. EVOLUTION DIVERGENCE Theory given by Charles Darwin
  2. 2. About The Authors
  3. 3. Darwin’s 2 forces at work in nature Natural Selection Divergence
  4. 4. CONVERGENC EWhen you combine products to create new brands
  5. 5. DIVERGENCE • When a single category expands and creates multiple categories • Each of these developing categories represents an opportunity to build a new brand
  6. 6. Broadcast TV Cable TV USA Network CNN Satellite TV Dish Network DirectTV
  7. 7. Mainstream Computer Home personal computers Laptops Business personal computers Personal computers sold direct
  8. 8. CONVERGENCE Vs DIVERGENCE A big debate
  9. 9. 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
  10. 10. THANK YOU! CHERRY MALHOTRA PGDM2/1511

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