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Brand rewired : connecting intellectual property, branding, and creativity strategy / Anne H. Chasser, Jennifer C. Wolfe.
2010
K 332 CHA.B
Available at WIPO Library
Items
Details
Title
Brand rewired : connecting intellectual property, branding, and creativity strategy / Anne H. Chasser, Jennifer C. Wolfe.
Description
xvi, 224 pages : illustrations ; 24 cm
ISBN
9780470575420 cloth/website
0470575425 cloth/website
9780470648827 electronic book
0470648821 electronic book
0470575425 cloth/website
9780470648827 electronic book
0470648821 electronic book
Alternate Call Number
K 332 CHA.B
Summary
"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."
Note
Includes bibliographical references and index.
Bibliography, etc. Note
Includes bibliographical references and index.
Formatted Contents Note
The billion-dollar question
Value is in the eye of the beholder
Designing in IP
The influencers
The black box
Integrating a brand rewired process
The brand maestro
The though leaders
Epilogue : Brand capitol and brand maestro
Appendix A : Discussion questions
Appendix B : About the people interviewed in this book
Appendix C : Mutual nondisclosure agreement
Appendix D : Sample questionnaire for planning sessions
Appendix E : Team meeting agenda
Appendix F : Sample intellectual asset strategy document
Appendix G : List of trademarks.
Value is in the eye of the beholder
Designing in IP
The influencers
The black box
Integrating a brand rewired process
The brand maestro
The though leaders
Epilogue : Brand capitol and brand maestro
Appendix A : Discussion questions
Appendix B : About the people interviewed in this book
Appendix C : Mutual nondisclosure agreement
Appendix D : Sample questionnaire for planning sessions
Appendix E : Team meeting agenda
Appendix F : Sample intellectual asset strategy document
Appendix G : List of trademarks.
Published
Hoboken, N.J. : Wiley, c2010.
Language
English
Record Appears in
Review
"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."