Anne Chasser, Jennifer C. Wolfe

Brand Rewired

Connecting Branding, Creativity, and Intellectual Property Strategy

• Gebundenes Buch

Produktbeschreibung

Discover how the world's leading companies have added value to their company by rewiring the brand creation process

Brand Rewired showcases the world's leading companies in branding and how they have added value to their company by rewiring the brand creation process to intersect strategic thinking about intellectual property without stifling creativity.
Features interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter & Gamble, LPK, Northlich and more
Highlights how to maximize return on investment in creating a powerful brand and intellectual property portfolio that can be leveraged economically for many years to come
Reveals how to reduce costs in the brand creation and legal process
Illustrates how a brand strategy intersecting with an equally powerful intellectual property strategy produces a greater economic return and more rewards for the brand project leaders

Innovative in its approach, Brand Rewired shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a Brand Rewired approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.

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Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14557542000
• 1. Auflage
• Seitenzahl: 240
• Erscheinungstermin: 6. Juli 2010
• Englisch
• Abmessung: 235mm x 157mm x 18mm
• Gewicht: 430g
• ISBN-13: 9780470575420
• ISBN-10: 0470575425
• Artikelnr.: 28955489

Autorenporträt

ANNE H. CHASSER was named one of the fifty most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the United States Patent & Trademark Office and president of the International Trademark Association. As Associate Vice President for Intellectual Property at the University of Cincinnati and Director of Trademarks and Licensing at The Ohio State University, she has achieved top-level executive experience in both government and higher education administration. Chasser is widely recognized as a visionary thought leader in intellectual property. JENNIFER C. WOLFE, ESQ., APR, is the founder of Wolfe LPA, one of the fastest growing woman-owned intellectual property and corporate counsel law firms. Clients have included Kraft Foods, Scripps Networks Interactive, The Kroger Co., Luxottica Retail, and many emerging media and technology companies. One of the only attorneys also nationally accredited in public relations, Wolfe is widely known for her unique and outside-the-box thinking.??She is certified as a Six Sigma Black Belt and has been a regular contributor to national legal and technology publications.

Inhaltsangabe

Preface xi
Acknowledgments xv
Chapter 1 The Billion-Dollar Question 1
The Evolution of the Silo-Rewired 4
What's Ahead? 12
Chapter Highlights 13
Chapter 2 Value is in the Eye of the Beholder 17
Driving Trends in Intellectual Asset Valuation-Why it Matters to You 18
When and How Intellectual Assets are Valued 23
Increasing the Return on Investment of Your Next Project 30
Want Your Brand Listed as a Top 100 Brand? 33
Chapter Highlights 40
Chapter 3 Designing in IP 43
The Creative Process 47
Product Packaging and Product Design 53
Name and Logo Design 59
Campaign and Connection to the Consumer 62
Culture 67
Chapter Highlights 70
Chapter 4 The Influencers 73
Consumer-Based Insights 73
Content as Marketing 77
Cost of Litigation, Risk, and Uncertainty 80
The Dilution Dilemma 84
Limited Budgets 88
Chapter Highlights 89
Chapter 5 The Black Box 91
A Fictional Case Study-Emerson Jones 93
Research and Development 96
Marketing and Advertising Campaign 97
Public Relations and Investor Relations 100
Avoiding Costly Lawsuits 102
Return on Investment 102
Chapter Highlights 105
Chapter 6 Integrating a Brand Rewired Process 107
The Environment and Incentives 108
The Innovation Process 109
Implementation 113
A Do-Over for Emerson Jones 114
The Leadership 115
Chapter Highlights 118
Chapter 7 The Brand Maestro 121
The Brand Maestro Job Description 122
The Intellectual Asset Strategy 122
How to Get Started in Your Organization 128
Chapter Highlights 129
Chapter 8 The Thought Leaders 131
General Mills 131
Procter & Gamble 133
Kraft Foods 137
Kimberly-Clark 139
Kodak 141
Harley-Davidson 143
Yahoo! 145
Intel 147
Scripps Networks Interactive 149
Libby Persyk Kathman (LPK) 150
Northlich (Brand Engagement Agency) 151
Interbrand (Branding Consultancy) 152
The Entrepreneurial Journey 154
Epilogue Brand Capitol and Brand Maestro 155
Did You Know? 155
Appendix A Discussion Questions 159
Appendix B About the People Interviewed in This Book 161
Appendix C Mutual Nondisclosure Agreement 177
Appendix D Sample Questionnaire for Planning Sessions 183
Appendix E Team Meeting Agenda 185
Appendix F Sample Intellectual Asset Strategy Document 187
Appendix G List of Trademarks 189
References 197
About the Authors 215
Index 217