{"product_id":"brand-rewired-connecting-branding-creativity-and-intellectual-property-strategy-hardback-9780470575420","title":"Brand Rewired; Connecting Branding, Creativity, and Intellectual Property Strategy (Hardback) 9780470575420","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eBrand Rewired\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eConnecting Branding, Creativity, and Intellectual Property Strategy\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eAnne H. Chasser (Author), Jennifer C. Wolfe (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470575420, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 16 July 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e240 pages\u003cbr\u003e23.6 x 16 x 2.1 cm, 0.422 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\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\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\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\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52276366541080,"sku":"9780470575420","price":27.37,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470575420_239579.jpg?v=1781367759","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/brand-rewired-connecting-branding-creativity-and-intellectual-property-strategy-hardback-9780470575420","provider":"Freshly Printed Books","version":"1.0","type":"link"}