Brand Rewired: Connecting Intellectual Property, Branding, and Creativity Strategy

Chapter 6. Integrating a Brand Rewired Process

It's time for a do-over for Emerson Jones. By integrating a Brand Rewired process, the Emerson Jones company will reduce costs, increase turn-around time, and have a greater likelihood of success in its innovation goal. Considering intellectual property issues earlier in the process is critical to success. But to do so requires that a multidisciplinary team approach be implemented in the company. This is not an easy thing to do. Changing cultural norms and the status quo can take a significant dollar and time investment. The key to this increased likelihood of success is three steps:

1. The CEO must demonstrate leadership to create a shared vision and foster the collaboration needed to achieve the shared vision.

2. The CEO must create incentives, financial and/or recognition, for working in a collaborative manner and achieving success.

3. The CEO must implement a process that will facilitate multidisciplinary teams in thinking about how they intersect their creative development process with intellectual property strategy from the beginning.

Emerson creates a team of his top leaders and determines that he will select a facilitator to assist them in working as a team toward his vision. He clearly sets the tone with his leadership team that they are to work in round-table discussions about how to accomplish the goals he has set out.

Figure 6.1. Brand ...