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

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

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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.

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  1. Mario Sanchez Carrion says:
    2 of 2 people found the following review helpful
    5.0 out of 5 stars
    Must read for brand managers, September 24, 2010
    By 

    This review is from: Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy (Hardcover)

    Aside from having possibly one of the best marketing book covers I’ve seen, Brand Rewired does a great job at explaining how in today’s business world, where brands are more valuable than the products themselves, almost all aspects of the brand experiance represent intellectual assets that can be protected. Brand Rewired outlines the colaborative process that today’s brand strategists must follow in conjunction with the company’s legal teams and other functional areas to ensure that those intellectual assets are protected and brand value is maximized. This book is extremely relevant to brand managers in small and large companies alike, and to entrepreneurs that want to build a powerful brand.

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  2. mlsanders says:
    2 of 2 people found the following review helpful
    5.0 out of 5 stars
    Excellent Read for Advertising & Marketing Professionals, August 16, 2010
    By 

    This review is from: Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy (Hardcover)

    This book is a must for those working in the advertising and marketing fields. Intellectual property is an integral and invaluable part of each brand and the many components within; therefore it must not be ignored, but rather recognized, understood and respected. Finally, there is a book that bridges the gap between the intellectual property and advertising/marketing fields. These authors understand the field well and explain the importance of IP clearly, professionally and functionally. A must-read!

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  3. Nils Victor Montan "Nils Victor Montan" says:
    1 of 1 people found the following review helpful
    5.0 out of 5 stars
    Tips from the insiders, September 27, 2010
    By 

    This review is from: Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy (Hardcover)

    This is a great book for marketing professionals, intellectual property professionals AND the people they report to within the corporation. For decades there has been a yawning gap between the individuals who create and foster brands within companies and the people who protect them. Makes no sense – right? But that’s the way it has been.

    This excellent book by two insiders of the marketing and legal game will show you how to bridge that gap from the very outset of the creative process. It’s simple, straightforward and filled with insights from people on the front lines of brand creation in many major corporations. Why not get it right from the beginning?

    Highly recommended.

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