{"product_id":"brand-rewired-isbn-9780470575420","title":"Brand Rewired","description":"\u003cp\u003eDiscover how the world's leading companies have added value to their company by rewiring the brand creation process\u003c\/p\u003e \u003cp\u003e\u003ci\u003eBrand Rewired\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eFeatures interviews with executives from leading worldwide companies including: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger Company, GE, Procter \u0026amp; Gamble, LPK, Northlich and more\u003c\/li\u003e \u003cli\u003eHighlights 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\u003c\/li\u003e \u003cli\u003eReveals how to reduce costs in the brand creation and legal process\u003c\/li\u003e \u003cli\u003eIllustrates 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\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eInnovative in its approach, \u003ci\u003eBrand Rewired\u003c\/i\u003e shows you how how leading companies are abandoning the old school research-and-development-driven innovation philosophy and evolving to a \u003ci\u003eBrand Rewired\u003c\/i\u003e approach of innovating at the consumer level, using multi-disciplinary teams to build a powerful brand and intellectual asset to maximize return on investment.\u003c\/p\u003e \u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Billion-Dollar Question 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Evolution of the Silo—Rewired 4\u003c\/p\u003e \u003cp\u003eWhat’s Ahead? 12\u003c\/p\u003e \u003cp\u003eChapter Highlights 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Value is in the Eye of the Beholder 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDriving Trends in Intellectual Asset Valuation—Why it Matters to You 18\u003c\/p\u003e \u003cp\u003eWhen and How Intellectual Assets are Valued 23\u003c\/p\u003e \u003cp\u003eIncreasing the Return on Investment of Your Next Project 30\u003c\/p\u003e \u003cp\u003eWant Your Brand Listed as a Top 100 Brand? 33\u003c\/p\u003e \u003cp\u003eChapter Highlights 40\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Designing in IP 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Creative Process 47\u003c\/p\u003e \u003cp\u003eProduct Packaging and Product Design 53\u003c\/p\u003e \u003cp\u003eName and Logo Design 59\u003c\/p\u003e \u003cp\u003eCampaign and Connection to the Consumer 62\u003c\/p\u003e \u003cp\u003eCulture 67\u003c\/p\u003e \u003cp\u003eChapter Highlights 70\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 The Influencers 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConsumer-Based Insights 73\u003c\/p\u003e \u003cp\u003eContent as Marketing 77\u003c\/p\u003e \u003cp\u003eCost of Litigation, Risk, and Uncertainty 80\u003c\/p\u003e \u003cp\u003eThe Dilution Dilemma 84\u003c\/p\u003e \u003cp\u003eLimited Budgets 88\u003c\/p\u003e \u003cp\u003eChapter Highlights 89\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 The Black Box 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Fictional Case Study—Emerson Jones 93\u003c\/p\u003e \u003cp\u003eResearch and Development 96\u003c\/p\u003e \u003cp\u003eMarketing and Advertising Campaign 97\u003c\/p\u003e \u003cp\u003ePublic Relations and Investor Relations 100\u003c\/p\u003e \u003cp\u003eAvoiding Costly Lawsuits 102\u003c\/p\u003e \u003cp\u003eReturn on Investment 102\u003c\/p\u003e \u003cp\u003eChapter Highlights 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Integrating a Brand Rewired Process 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Environment and Incentives 108\u003c\/p\u003e \u003cp\u003eThe Innovation Process 109\u003c\/p\u003e \u003cp\u003eImplementation 113\u003c\/p\u003e \u003cp\u003eA Do-Over for Emerson Jones 114\u003c\/p\u003e \u003cp\u003eThe Leadership 115\u003c\/p\u003e \u003cp\u003eChapter Highlights 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 The Brand Maestro 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Brand Maestro Job Description 122\u003c\/p\u003e \u003cp\u003eThe Intellectual Asset Strategy 122\u003c\/p\u003e \u003cp\u003eHow to Get Started in Your Organization 128\u003c\/p\u003e \u003cp\u003eChapter Highlights 129\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The Thought Leaders 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGeneral Mills 131\u003c\/p\u003e \u003cp\u003eProcter \u0026amp; Gamble 133\u003c\/p\u003e \u003cp\u003eKraft Foods 137\u003c\/p\u003e \u003cp\u003eKimberly-Clark 139\u003c\/p\u003e \u003cp\u003eKodak 141\u003c\/p\u003e \u003cp\u003eHarley-Davidson 143\u003c\/p\u003e \u003cp\u003eYahoo! 145\u003c\/p\u003e \u003cp\u003eIntel 147\u003c\/p\u003e \u003cp\u003eScripps Networks Interactive 149\u003c\/p\u003e \u003cp\u003eLibby Persyk Kathman (LPK) 150\u003c\/p\u003e \u003cp\u003eNorthlich (Brand Engagement Agency) 151\u003c\/p\u003e \u003cp\u003eInterbrand (Branding Consultancy) 152\u003c\/p\u003e \u003cp\u003eThe Entrepreneurial Journey 154\u003c\/p\u003e \u003cp\u003e\u003cb\u003eEpilogue Brand Capitol and Brand Maestro 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDid You Know? 155\u003c\/p\u003e \u003cp\u003eAppendix A Discussion Questions 159\u003c\/p\u003e \u003cp\u003eAppendix B About the People Interviewed in This Book 161\u003c\/p\u003e \u003cp\u003eAppendix C Mutual Nondisclosure Agreement 177\u003c\/p\u003e \u003cp\u003eAppendix D Sample Questionnaire for Planning Sessions 183\u003c\/p\u003e \u003cp\u003eAppendix E Team Meeting Agenda 185\u003c\/p\u003e \u003cp\u003eAppendix F Sample Intellectual Asset Strategy Document 187\u003c\/p\u003e \u003cp\u003eAppendix G List of Trademarks 189\u003c\/p\u003e \u003cp\u003eReferences 197\u003c\/p\u003e \u003cp\u003eAbout the Authors 215\u003c\/p\u003e \u003cp\u003eIndex 217\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eANNE H. CHASSER\u003c\/b\u003e was named one of the fifty most influential people in the intellectual property world by \u003ci\u003eManaging Intellectual Property\u003c\/i\u003e magazine and served as commissioner of trademarks for the United States Patent \u0026amp; 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJENNIFER C. WOLFE, E\u003csmall\u003eSQ\u003c\/small\u003e., APR,\u003c\/b\u003e 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.    \u003c\/p\u003e\u003cp\u003e\"How do Procter \u0026amp; 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.\"\u003cbr\u003e \u003cb\u003e—From Chapter 1 of\u003c\/b\u003e \u003cb\u003e\u003ci\u003eBrand Rewired\u003c\/i\u003e\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003eConsider 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 \u003ci\u003eBrand Rewired\u003c\/i\u003e that in the future—i.e., \u003ci\u003enow\u003c\/i\u003e—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.  \u003c\/p\u003e\u003cp\u003eIf 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003e The driving trends in intellectual asset valuation—   and why they should matter to you\u003c\/li\u003e \u003cli\u003eInsider secrets for a strong intellectual property   branding portfolio\u003c\/li\u003e \u003cli\u003e Why intellectual property—product name, logo, slogan, product design and packaging, and copy— \u003ci\u003emust\u003c\/i\u003e be integrated into the creative process\u003c\/li\u003e \u003cli\u003e What your company must do to avoid potential lawsuits and increased costs\u003c\/li\u003e \u003cli\u003eHow a multidisciplinary \u003ci\u003eBrand Rewired\u003c\/i\u003e approach   can reduce your costs and increase your return on investment\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFeaturing surprisingly revealing interviews with executives from leading worldwide companies including Procter \u0026amp; 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.  \u003c\/p\u003e\u003cp\u003eWant to see our economy make a sustainable recovery from its current financial crisis? Want your business to survive in this century? Get \u003ci\u003eBrand Rewired\u003c\/i\u003e.    \u003c\/p\u003e\u003cp\u003e\"How do Procter \u0026amp; 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.\" \u003cb\u003e —From Chapter 1 of\u003c\/b\u003e \u003cb\u003e\u003ci\u003eBrand Rewired\u003c\/i\u003e\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eConsider 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 \u003ci\u003eBrand Rewired\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eIf 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eThe driving trends in intellectual asset valuation—and why they should matter to you\u003c\/li\u003e \u003cli\u003eInsider secrets for a strong intellectual property branding portfolio\u003c\/li\u003e \u003cli\u003eWhy intellectual property—product name, logo, slogan, product design and packaging, and copy—\u003ci\u003emust\u003c\/i\u003e be integrated into the creative process\u003c\/li\u003e \u003cli\u003eWhat your company must do to avoid potential lawsuits and increased costs\u003c\/li\u003e \u003cli\u003eHow a multidisciplinary \u003ci\u003eBrand Rewired\u003c\/i\u003e approach can reduce your costs and increase your return on investment\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFeaturing surprisingly revealing interviews with executives from leading worldwide companies including Procter \u0026amp; 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. \u003c\/p\u003e\u003cp\u003eWant to see our economy make a sustainable recovery from its current financial crisis? Want your business to survive in this century? Get \u003ci\u003eBrand Rewired\u003c\/i\u003e.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988854423781,"sku":"NP9780470575420","price":49.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470575420.jpg?v=1761781787","url":"https:\/\/k12savings.com\/es\/products\/brand-rewired-isbn-9780470575420","provider":"K12savings","version":"1.0","type":"link"}