Title: Good but not a five star book
Review: Al Ries breezy tome explains his theory of divergence vs. convergence simply and without jargon. However, he stretches the page count with example after example. You get the point after the 3rd example, but there are five more examples after that! The Darwin analogy works most of the time, but again Ries stretches the concept. For example, he uses clock radios as a failure of convergence. In order for clock radios to be successful, every clock should have a radio, according to Ries. I'm sure he has spent many nights in hotels during his travels, but he seems to have failed to notice that every hotel room - and every bedroom in America, I wager - has a clock radio on the nightstand. Yet, Ries knows his stuff when it comes to branding, and anyone who is in marketing should pay attention.
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