Jennifer C. Wolfe, Anne H. Chasser

Gebundenes Buch

Domain Names Rewired

Beschreibung

An essential guide to navigating the shifting Internet landscape

The Internet is about to profoundly change when it explodes from a 21 top level domain world to a 500 to a 1,000 .anything top level domain universe. How will you evolve your .com strategy? How will you keep your brands safe in the changing global Internet landscape?

In an economic time where global brand protection is more important than ever and budgets are leaner, project leaders inside corporations will welcome the strategies revealed in Domain Names Rewired. Written for executives and branding professionals, this timely book equips you with the tools to address important issues your company will face when creating new brands or derivative brands, as well as protecting your existing brands and .com in a global changing Internet landscape. With this book, authors Jennifer C. Wolfe and Anne H. Chasser skillfully show branding executives and intellectual property lawyers how to increase the value and success of their initiatives within the next generation of the Internet.
Features interviews with executives from the world's leading companies, including Procter & Gamble, Microsoft, Time Warner, Yahoo!, Neustar, AUS Registry, ICANN, Remax, the International Trademark Association, Verizon, and many others
Looks at relevant situations your corporation may deal with in creating new brands
Provides expert guidance for protecting your existing .com and brand in an exponentially changing Internet world
Offers ideas to consider disruptive innovation in expanding .com into .anything

The rapidly changing new regime of the Internet is impacting the hundreds of millions of Internet users around the globe, not to mention every business that already has a .com. Maximize your opportunities in the changing digital world and stay ahead of the competitors with the visionary strategies found in Domain Names Rewired.

Autor

JENNIFER C. WOLFE is the founder and CEO of Wolfe Domain, a global gTLD strategy advisory firm and co-managing partner of Wolfe-SBMC, a prominent woman-owned intellectual property law firm with offices in Cincinnati, New York City, and Spokane, Washington. She is a successful entrepreneur and was elected as the first female president of the Greater Cincinnati Venture Capital Association. She has helped found technology start-ups and serves on the boards of emerging growth companies. Clients served include: Microsoft, Nestle, Procter & Gamble, Duke Energy, FirstGroup America, and many emerging technology companies. She is a certified Six Sigma Black Belt in process improvement, nationally accredited in public relations, and has been a regular contributor to national legal and technology publications. She was recently appointed to serve on the Generic Names Supporting Organization Council of ICANN. ANNE H. CHASSER was named one of the 50 most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the U.S. Patent & Trademark Office and president of the International Trademark Association. She has achieved top-level executive experience in both government and higher education administration 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 been trained in negotiation at Harvard and is widely recognized as a visionary thought leader in IP. She was recently inducted into the College Licensing Hall of Fame and is a member of the Trademark Public Advisory Committee for the U.S. Patent & Trademark Office. She also serves as an advisor to Wolfe Domain. This is the authors??? second book. Their first book, Brand Rewired, was highly recognized as a forward-thinking innovative approach to brand development and protection by spanning silos within organizations. Visit www.domainnamesrewired.com

Produktdetails

• Verlag: Wiley & Sons
• 1. Auflage
• Seitenzahl: 272
• Erscheinungstermin: 6. November 2012
• Englisch
• Abmessung: 235mm x 157mm x 19mm
• Gewicht: 542g
• ISBN-13: 9781118312629
• ISBN-10: 1118312627
• Artikelnr.: 35719316