Details

Brand Rewired

Connecting Branding, Creativity, and Intellectual Property Strategy
1. Aufl.

von: Anne H. Chasser, Jennifer C. Wolfe
31,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	10.06.2010
ISBN/EAN:	9780470648827
Sprache:	englisch
Anzahl Seiten:	240

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Beschreibungen

Titelbeschreibung

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. <ul> <li>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</li> <li>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</li> <li>Reveals how to reduce costs in the brand creation and legal process</li> <li>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</li> </ul> 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.

Inhaltsverzeichnis

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

Autorenportrait

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.

Back cover copy

"How do Procter & Gamble and Google and companies like them build a billion-dollar brand? They design strong intellectual property strategy into their innovation and branding processes through the power of collaboration and interdisciplinary teams. Whether a company is maintaining a brand that has endured for more than 100 years, such as Tide, or creating a new brand that will capture the attention of the world, such as Google, a rewired branding process can provide key competitive advantages." —From Chapter 1 of Brand Rewired Consider this: it's generally accepted that to achieve an increase in margin, market share, revenue, and market value, a company must innovate and create for consumer needs and wants. But renowned IP strategists Anne Chasser and Jennifer Wolfe argue in Brand Rewired that in the future—i.e., now—companies must add another layer of thinking to the creative process: an interdisciplinary approach that considers long-lasting intellectual property from the start of the creative process. If the brand process is approached this way, you will get the job done faster, utilize fewer resources, reduce costs, and increase the likelihood of success. Intelligent and timely, this book takes a look at: <ul> <li>The driving trends in intellectual asset valuation—and why they should matter to you</li> <li>Insider secrets for a strong intellectual property branding portfolio</li> <li>Why intellectual property—product name, logo, slogan, product design and packaging, and copy—must be integrated into the creative process</li> <li>What your company must do to avoid potential lawsuits and increased costs</li> <li>How a multidisciplinary Brand Rewired approach can reduce your costs and increase your return on investment</li> </ul> Featuring surprisingly revealing interviews with executives from leading worldwide companies including Procter & Gamble, Kodak, Yahoo!, Kraft Foods, Kimberly-Clark, Harley-Davidson, General Mills, LPK, JWT, Scripps Networks Interactive, Northlich, and more, this book is not just another IP strategy guide. This is the strategic direction every brand manager, marketing professional, intellectual property lawyer, valuation professional, intellectual asset manager, intrapreneur, or entrepreneur needs to gain a step on the competition. Want to see our economy make a sustainable recovery from its current financial crisis? Want your business to survive in this century? Get Brand Rewired.