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Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy [Hardcover]

by Anne H. Chasser, Jennifer C. Wolfe
5.0 out of 5 stars  See all reviews (5 customer reviews)

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Book Description

July 6, 2010 0470575425 978-0470575420 1

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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Editorial Reviews

From the Inside Flap

"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.

From the Back Cover

Praise for Brad Rewired

"Brand Rewired celebrates collaboration and the power of brands. It's a must-read for all brand managers and business leaders."
Diane Nelson, President, DC Entertainment, Warner Bros. Entertainment

"Brand Rewired is a must-read for everyone who wants to create sustainable brand value. Anne and Jennifer provide an insightful view on how a stronger brand can be built and more long-term value can be created by designing in a holistic intellectual property strategy from the start."
Chris Thoen, Managing Director, Global Open Innovation Office, Procter & Gamble

"This book spells out for all brand owners the clear economic advantages to placing intellectual property at the heart of the branding process."
Frederick Mostert, Group Chief Counsel, Richemont

"One company, many departments, hundreds or thousands of brands. How does management coordinate brand development and protection to maximize the company's assets and the customer's experience in a rapidly changing global economy? Brand Rewired is filled with creative ideas and commonsense recommendations to help the stewards of famous and one-day famous brands answer that question. Buy it and prosper."
Alan C. Drewsen, Executive Director, International Trademark Association (INTA)

"Brand Rewired takes an age-old problem and shows how leading companies are creating greater value by driving collaboration with all brand stakeholders at the front end of the innovation cycle, where strong intellectual property protection means greater return on investment for brand owners."
Kathryn Barrett Park, Senior Counsel, Advertising & Brand Management, General Electric Company

"Brand Rewired offers a fresh new look at driving value and innovation through a creative collaboration. It's a wonderful complement to building enterprise success."
Lesley Craig, coauthor of Intellectual Capital in Enterprise Success: Strategy Revisited

Product Details

  • Hardcover: 224 pages
  • Publisher: Wiley; 1 edition (July 6, 2010)
  • Language: English
  • ISBN-10: 0470575425
  • ISBN-13: 978-0470575420
  • Product Dimensions: 9.3 x 6.4 x 0.9 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #1,047,119 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Must read for brand managers September 24, 2010
Aside from having possibly one of the best marketing book covers I've seen, Brand Rewired does a great job at explaining how in today's business world, where brands are more valuable than the products themselves, almost all aspects of the brand experiance represent intellectual assets that can be protected. Brand Rewired outlines the colaborative process that today's brand strategists must follow in conjunction with the company's legal teams and other functional areas to ensure that those intellectual assets are protected and brand value is maximized. This book is extremely relevant to brand managers in small and large companies alike, and to entrepreneurs that want to build a powerful brand.
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2 of 2 people found the following review helpful
This book is a must for those working in the advertising and marketing fields. Intellectual property is an integral and invaluable part of each brand and the many components within; therefore it must not be ignored, but rather recognized, understood and respected. Finally, there is a book that bridges the gap between the intellectual property and advertising/marketing fields. These authors understand the field well and explain the importance of IP clearly, professionally and functionally. A must-read!
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1 of 1 people found the following review helpful
5.0 out of 5 stars Tips from the insiders September 27, 2010
This is a great book for marketing professionals, intellectual property professionals AND the people they report to within the corporation. For decades there has been a yawning gap between the individuals who create and foster brands within companies and the people who protect them. Makes no sense - right? But that's the way it has been.

This excellent book by two insiders of the marketing and legal game will show you how to bridge that gap from the very outset of the creative process. It's simple, straightforward and filled with insights from people on the front lines of brand creation in many major corporations. Why not get it right from the beginning?

Highly recommended.
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5.0 out of 5 stars A Refreshed Look at the Importance of Collaboration October 4, 2013
Enduring brands, stronger companies and more innovative products are within every company's grasp by heeding both the philosophical and practical advice in this book to build collaborative relationships across all facets of a company and its intellectual property department/counsel.
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5.0 out of 5 stars A Must Read October 24, 2010
Format:Hardcover|Verified Purchase
Brand Rewired is a must read across any branded organization and any law firm which represents them. It's a well written and engaging book which provides a roadmap and tools for aligning the organization to maximize the value of the company's IP and illustrates the perils of not doing so. I look forward to reading the authors' next works.
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