BJ interviews Laura Ries

BJ Olin interviews Laura Ries, co-author of The Origin of Brands. Check it out! Here's a great snip:

BJ: In Origin of Brands, you discuss the differences between convergence (where industries merge) and divergence (industries branch off to create new categories and becoming the first in the new category). If a company already exists and then learns about the theory of divergence, what should they then do now, since they do not have the luxury of becoming the first in a new category?

Laura Ries: Aim at becoming a strong #2. Many companies have done this with some great success. Pepsi vs. Coke, Target vs. Walmart, Lowes vs. Home Depot.

However, you can’t be a carbon copy of the industry leader. You have to be opposite of the leader and attack the difference (Pepsi aimed at being the choice of a new generation, suggesting that Coke is for old people; Target aimed at becoming cheap chic, etc.).

Or you can simply tweak the category. The point of divergence doesn’t have to be a revolutionary difference. It could be something like locations or operations based.

Good advice, as long as the difference is easily articulated and meaningful to customers. I haven't yet read the Origin of Brands, but it's in my pile. In the meantime, I'm starting to follow Laura Reis' new blog.

Comments

[Tom Asacker]

Hey Jennifer:

If you DO decide to read it, please read my friend Dan Herman's article as well: "Al Ries might be dangerous to your brand"

And since his duaghter Laura is a carbon copy (albiet much better looking), here's the link: http://www.danherman.com/PDF%20files/Al%20Ries%20might%20be%20dangerous%20to%20your%20brand.pdf

Best always,

Tom