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 ofbrands. It's a must-read for all brand managers and businessleaders."
—Diane Nelson, President, DC Entertainment, WarnerBros. Entertainment
"Brand Rewired is a must-read for everyone who wants tocreate sustainable brand value. Anne and Jennifer provide aninsightful view on how a stronger brand can be built and morelong-term value can be created by designing in a holisticintellectual property strategy from the start."
—Chris Thoen, Managing Director, Global OpenInnovation Office, Procter & Gamble
"This book spells out for all brand owners the clear economicadvantages to placing intellectual property at the heart of thebranding process."
—Frederick Mostert, Group Chief Counsel, Richemont
"One company, many departments, hundreds or thousands of brands.How does management coordinate brand development and protection tomaximize the company's assets and the customer's experience in arapidly changing global economy? Brand Rewired is filledwith creative ideas and commonsense recommendations to help thestewards of famous and one-day famous brands answer that question.Buy it and prosper."
—Alan C. Drewsen, Executive Director, InternationalTrademark Association (INTA)
"Brand Rewired takes an age-old problem and shows howleading companies are creating greater value by drivingcollaboration with all brand stakeholders at the front end of theinnovation cycle, where strong intellectual property protectionmeans 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 valueand innovation through a creative collaboration. It's a wonderfulcomplement to building enterprise success."
—Lesley Craig, coauthor of Intellectual Capital inEnterprise Success: Strategy Revisited