Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy

Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy

by Anne H. Chasser, Jennifer C. Wolfe
     
 

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"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

Overview

"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:

  • The driving trends in intellectual asset valuation— and why they should matter to you

  • Insider secrets for a strong intellectual property branding portfolio

  • Why intellectual property—product name, logo, slogan, product design and packaging, and copy— must be integrated into the creative process

  • What your company must do to avoid potential lawsuits and increased costs

  • How a multidisciplinary Brand Rewired approach can reduce your costs and increase your return on investment

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.

Product Details

ISBN-13:
9780470575420
Publisher:
Wiley
Publication date:
07/06/2010
Pages:
224
Product dimensions:
6.10(w) x 9.10(h) x 1.10(d)

Meet the Author

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.

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