Brand Rewired

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.

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

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.

"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.

"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.