The origin of brands by Al Ries and Laura Ries

EVOLUTION

DIVERGENCE

Theory given by Charles Darwin

About The Authors

Darwin’s 2 forces at work in nature

Natural Selection Divergence

CONVERGENCEWhen you combine products to create

new brands

DIVERGENCE

• When a single category expands and creates multiple categories

• Each of these developing categories represents an opportunity to build a new brand

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

DIVERGENCEA big debate

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

THANK YOU!

CHERRY MALHOTRA

PGDM2/1511