Bestselling authors Al and Laura Ries offer unique insights on the process - and art - of brand building. They review successful brand creation and demonstrate how new brands and categories - be they products or services - can be best grown from existing products. In their trademark witty style, the Rieses draw upon ten years of research. They explore some of the most powerful brands and products of all time, plus the marketing methods that built and established them. Disasters are analysed, too. Ries and Ries lay down the rules for brand creation. In a series of chapters, they show how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an "enemy". They go into the importance of PR, protecting the brand, and when to give up on an existing brand. One of the most effective techniques for creating new brands is to branch them off already successful products or services....