by Al Ries, Laura Ries · Casa das Letras · tapa blanda · ISBN 9789724615950
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«A Origem das Marcas», the brand strategy essay by Al Ries and Laura Ries, published by Casa das Letras in paperback.
The authors apply Darwin's theory of evolution to branding: a brand's success arises not from the convergence of categories, but from divergence. Market changes create opportunities for new brands, and the strategy consists of dividing, specializing, and pruning. It includes cases of failed products and worldwide successes.
Published in May 2005, it is the Portuguese edition of «The Origin of Brands».
Aimed at marketing professionals, entrepreneurs, and executives interested in brand strategy.
Alfred Paul Ries was an American marketing professional and author. He was the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.
