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Brand Rewired:

Connecting Branding, Creativity, and Intellectual Property Strategy (Google eBook)
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John Wiley & Sons, Jun 17, 2010 - Law - 224 pages

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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Contents

Definitions
The Evolution of the Siloâ Rewired
Whatâ s Ahead?
Chapter Highlights
Driving Trends in Intellectual Asset Valuationâ 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
General Mills
Procter Gamble
Kraft Foods
KimberlyClark
Kodak
HarleyDavidson
Yahoo

Chapter Highlights
The Creative Process
Product Packaging and Product Design
Name and Logo Design
Campaign and Connection to the Consumer
Culture
Chapter Highlights
ConsumerBased Insights
Content as Marketing
Cost of Litigation Risk and Uncertainty
The Dilution Dilemma
Limited Budgets
Chapter Highlights
A Fictional Case Studyâ Emerson Jones
Research and Development
Marketing and Advertising Campaign
Public Relations and Investor Relations
Avoiding Costly Lawsuits
Return on Investment
Chapter Highlights
The Environment and Incentives
The Innovation Process
Implementation
The Leadership
Chapter Highlights
The Brand Maestro Job Description
How to Get Started in Your Organization
Intel
Scripps Networks Interactive
Libby Persyk Kathman LPK
Northlich Brand Engagement Agency
In terbrand Branding Consultancy
The Entrepreneurial Journey
Did You Know?
Joanne Bischmann Vice President Licensing and Special Events HarleyDavidson
AB Cruz III Executive Vice President Chief Legal Officer and Corporate Secretary Scripps Networks Interactive Inc
Inger Eckert Chief Counsel Intellectual Property International Paper Company
J Scott Evans Senior Legal Director Global Brands and Trademarks Yahoo
Steve Goers Vice President of Open Innovation and Investment Strategy Kraft Foods
Jacqueline Leimer Distinguished IP Practitioner in Residence ChicagoKent College of Law Former VP and Associate General Counsel Kraft Foods Fo...
Gregg Marrazzo Vice President and Chief Counsel Intellectual Property and Global Marketing KimberlyClark
Jerome McDonnell Senior Trademark Consultant Interbrand
Nils Montan Former Chief Trademark Counsel Warner Bros Former President International Trademark Association and International AntiCounterfeit...
Benton Sauer Vice President of Innovation LPK
Scott Phillips Vice President and Trademark Practice Leader Charles River Associates
Gordon Smith Professor Franklin Pierce Law Center and Chair AUS Inc
David Stimson Chief Trademark Counsel Kodak and Former President International Trademark Association
Bill Thiemann Executive Vice President LPK
Vince Volpi Chair and Chief Executive Officer PICA a Global AntiCounterfeiting Company
Jeff Weedman Vice President Global Business Development Procter Gamble
Bob Wehling Former Global Marketing Officer Procter Gamble
Ruby Zefo Director Trademarks and Brands Intel
Mutual Confidentiality and Nondisclosure Agreement

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About the author (2010)

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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