Darwin’s Theories And Marketing
Why did Delta, Northwest, US Airways and United Airlines go bankrupt? Why were C2 and Pepsi Edge such notable failures? One answer might be “divergence.” Over time, every category breaks up into multiple categories, creating chaos for companies that try to keep their brands in the mainstream of the market.Charles Darwin
Divergence is the least understood, most powerful force in the universe. In his book The Origin of Species, Charles Darwin called divergence the driving force that creates a new species.
In our book The Origin of Brands, we use Darwin’s concept to describe the process that takes place to create a new category. What starts off as a single category (the mainframe computer, for example) winds up as multiple categories — mainframes, mid-range, desktops, laptops, handhelds, servers, etc.
Each of these developing categories represents …
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