TY  - BOOK
AU  - Ries,Al
AU  - Ries,Laura
TI  - The origin of brands: how product evolution creates endless possibilities for new brands 
SN  - 0060570156 (pbk.)
AV  - HD69.B7 R54 2005
U1  - 658.827 22
PY  - 2005///
CY  - New York
PB  - Collins
KW  - Brand name products
KW  - Branding (Marketing)
KW  - Management
KW  - New products
N1  - Includes index; The great tree of life -- Predicting the future -- Divide and conquer -- Gradual change vs. divergence -- The curse of the clock radio -- Swiss Army knife thinking -- Bad ideas never die -- The great tree of high-tech brands -- The great tree of low-tech brands -- The mystery of the missing links -- Survival of the firstest -- Survival of the secondest -- The power of pruning -- Creating a category -- Establishing an enemy -- Launching the brand -- Wrapping things up
ER  -