Anne H. Chasser, Jennifer C. Wolfe

Brand Rewired (eBook, PDF)

Connecting Branding, Creativity, and Intellectual Property Strategy

• Format: PDF

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: John Wiley & Sons
• Seitenzahl: 240
• Erscheinungstermin: 15. Juni 2010
• Englisch
• ISBN-13: 9780470648827
• Artikelnr.: 37298207

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. Acknowledgments. Chapter 1 The Billion-Dollar Question. The
Evolution of the Silo--Rewired. What's Ahead? Chapter Highlights. Chapter 2
Value Is in the Eye of the Beholder. Driving Trends in Intellectual Asset
Valuation--Why it Matters to You. When and How Intellectual Assets are
Valued. Increasing the Return on Investment of Your Next Project. Want Your
Brand Listed as a Top 100 Brand? Chapter Highlights. Chapter 3 Designing in
IP. The Creative Process. Product Packaging and Product Design. Name and
Logo Design. Campaign and Connection to the Consumer. Culture. Chapter
Highlights. Chapter 4 The Influencers. Consumer-Based Insights. Content as
Marketing. Cost of Litigation, Risk, and Uncertainty. The Dilution Dilemma.
Limited Budgets. Chapter Highlights. Chapter 5 The Black Box. A Fictional
Case Study--Emerson Jones. Research and Development. Marketing and
Advertising Campaign. Public Relations and Investor Relations. Avoiding
Costly Lawsuits. Return on Investment. Chapter Highlights. Chapter 6
Integrating a Brand Rewired Process. The Environment and Incentives. The
Innovation Process. Implementation. A Do-Over for Emerson Jones. The
Leadership. Chapter Highlights. Chapter 7 The Brand Maestro. The Brand
Maestro Job Description. The Intellectual Asset Strategy. How to Get
Started in Your Organization. Chapter Highlights. Chapter 8 The Thought
Leaders. General Mills. Procter & Gamble. Kraft Foods. Kimberly-Clark.
Kodak. Harley-Davidson. Yahoo! Intel. Scripps Networks Interactive. Libby
Persyk Kathman (LPK). Northlich (Brand Engagement Agency). Interbrand
(Branding Consultancy). The Entrepreneurial Journey. Epilogue Brand Capitol
and Brand Maestro. Did You Know? Appendix A Discussion Questions. Appendix
B About the People Interviewed in This Book. Appendix C Mutual
Nondisclosure Agreement. Appendix D Sample Questionnaire for Planning
Sessions. Appendix E Team Meeting Agenda. Appendix F Sample Intellectual
Asset Strategy Document. Appendix G List of Trademarks. References. About
the Authors. Index.