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.

2. EVOLUTION
DIVERGENCE
Theory given by Charles Darwin

3. About The Authors

4. Darwin’s 2 forces at work
in nature
Natural
Selection
Divergence

6. CONVERGENC
EWhen you combine products to create new brands

7. DIVERGENCE
• When a single category expands and creates
multiple categories
• Each of these developing categories represents
an opportunity to build a new brand

8. Broadcast
TV
Cable TV
USA
Network
CNN
Satellite TV
Dish
Network
DirectTV

9. Mainstream
Computer
Home personal
computers
Laptops
Business
personal
computers
Personal
computers sold
direct

10. CONVERGENCE
Vs
DIVERGENCE
A big debate

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

12. THANK
YOU!
CHERRY MALHOTRA
PGDM2/1511