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Brand Rewired: Connecting Intellectual Property, Branding, and Creativity Strategy by Jennifer C. Wolfe, Anne H. Chasser

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Appendix A. Discussion Questions

As you move into evaluating how to implement the ideas discussed, answer a few questions about your organization.

Innovation

  • How does your company foster innovation?

  • Who is involved in the innovation process and/or creation of new ideas?

  • Do you or others in your organization find incentive financially or by awards for innovation?

  • How do you measure the success of an innovation?

  • What is the greatest challenge you face with innovation?

  • How does your company tap into consumer insights in the innovation process?

Multidisciplinary Teams

  • Does your company utilize multidisciplinary teams?

  • What are the biggest obstacles in forming interdisciplinary teams?

  • How can you foster collaboration and interdisciplinary teams?

  • Are there incentives for working as a team?

  • Are there roadblock or barriers?

Branding

  • How do you define a great brand? What are the characteristics?

  • How do you measure the ROI of a branding campaign?

  • What is the most important trend in branding that you see?

  • When does the crossover from R&D to branding occur in your company?

  • Do you evaluate how you can protect your product designs, packaging, or campaigns through intellectual property?

  • When you develop new branding and marketing campaigns, do you consider how to protect each aspect as intellectual property? When is that considered?

  • Are you more concerned about avoiding lawsuits or ensuring that you can prevent others from infringing on your branding campaign? Is one more important than the other?

  • When do you involve ...

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