This book is written for marketing, branding, and innovation leaders interested in improving the long-term return on investment of their branding and innovation plans. Whether you work in a large corporation, an agency environment, or an emerging or entrepreneurial company, if you are looking for a new way to add value to your innovation or branding process, this is the book for you.
To provide background on how this came about, in the fall of 2008, we began sharing stories on the innovation trends we continued to see in the intellectual property, venture capital, and entrepreneurial community. We found the discussion related to innovation and collaboration was centered on technology, research, development, and the creation of patents. There was limited discussion on the development of brands, trademarks, and other intellectual assets in the scope of innovation and intellectual property strategy.
Further, despite the widespread adoption of open innovation and collaboration as a way of thinking in contemporary business, there was still resistance to working as an interdisciplinary team with a shared vision. We continued to see silos and fiefdoms dominating day-to-day business with many touting the importance of collaboration, but few incorporating it into everyday practice.
We were certain that some companies were thinking about these issues and incorporating intellectual property strategy into the branding and innovation process. It seemed obvious to us that brands were critical ...