Book description
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.
Table of contents
- Copyright
- Preface
- Acknowledgments
- 1. The Billion-Dollar Question
- 2. Value Is in the Eye of the Beholder
- 3. Designing in IP
- 4. The Influencers
- 5. The Black Box
- 6. Integrating a Brand Rewired Process
- 7. The Brand Maestro
-
8. The Thought Leaders
- 8.1. General Mills
- 8.2. Procter & Gamble
- 8.3. Kraft Foods
- 8.4. Kimberly-Clark
- 8.5. Kodak
- 8.6. Harley-Davidson
- 8.7. Yahoo!
- 8.8. Intel
- 8.9. Scripps Networks Interactive
- 8.10. Libby Persyk Kathman (LPK)
- 8.11. Northlich (Brand Engagement Agency)
- 8.12. Interbrand (Branding Consultancy)
- 8.13. The Entrepreneurial Journey
- EPILOGUE: Brand Capitol and Brand Maestro
- A. Discussion Questions
-
B. About the People Interviewed in This Book
- B.1. Joanne Bischmann, Vice President, Licensing and Special Events, Harley-Davidson
- B.2. A.B. Cruz III, Executive Vice President, Chief Legal Officer, and Corporate Secretary, Scripps Networks Interactive, Inc.
- B.3. Inger Eckert, Chief Counsel, Intellectual Property, International Paper Company
- B.4. Heidi Emanuel, Senior Innovation Officer, General Mills
- B.5. J. Scott Evans, Senior Legal Director, Global Brands and Trademarks, Yahoo!
- B.6. Steve Goers, Vice President of Open Innovation and Investment Strategy, Kraft Foods
- B.7. Jacqueline Leimer, Distinguished IP Practitioner in Residence, Chicago-Kent College of Law, Former VP and Associate General Counsel, Kraft Foods, Former President, International Trademark Association
- B.8. Gregg Marrazzo, Vice President and Chief Counsel, Intellectual Property and Global Marketing, Kimberly-Clark
- B.9. Jerome McDonnell, Senior Trademark Consultant, Interbrand
- B.10. Kyle McQuaid, Senior Vice President, J Walter Thompson
- B.11. Nils Montan, Former Chief Trademark Counsel, Warner Bros., Former President, International Trademark Association and International AntiCounterfeiting Coalition
- B.12. Benton Sauer, Vice President of Innovation, LPK
- B.13. Kathy Selker, President, Northlich
- B.14. Scott Phillips, Vice President and Trademark Practice Leader, Charles River Associates
- B.15. Gordon Smith, Professor, Franklin Pierce Law Center, and Chair, AUS, Inc.
- B.16. David Stimson, Chief Trademark Counsel, Kodak, and Former President, International Trademark Association
- B.17. Bill Thiemann, Executive Vice President, LPK
- B.18. Craig Vogel, Associate Dean, Design Architecture, Art and Planning, University of Cincinnati
- B.19. Vince Volpi, Chair and Chief Executive Officer, PICA, a Global Anti-Counterfeiting Company
- B.20. Jeff Weedman, Vice President, Global Business Development, Procter & Gamble
- B.21. Bob Wehling, Former Global Marketing Officer, Procter & Gamble
- B.22. Ruby Zefo, Director, Trademarks and Brands, Intel
- C. Mutual Nondisclosure Agreement
- D. Sample Questionnaire for Planning Sessions
- E. Team Meeting Agenda
- F. Sample Intellectual Asset Strategy Document
- G. List of Trademarks
-
References
- About the Authors
Product information
- Title: Brand Rewired: Connecting Intellectual Property, Branding, and Creativity Strategy
- Author(s):
- Release date: July 2010
- Publisher(s): Wiley
- ISBN: 9780470575420
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