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

  • ID: 1405864
  • Book
  • July 2010
  • 240 Pages
  • John Wiley and Sons Ltd
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Praise for

"Brand Rewired celebrates collaboration and the power of brands. It′s a must–read for all brand managers and business leaders."
Diane Nelson, President, DC Entertainment, Warner Bros. Entertainment

"Brand Rewired is a must–read for everyone who wants to create sustainable brand value. Anne and Jennifer provide an insightful view on how a stronger brand can be built and more long–term value can be created by designing in a holistic intellectual property strategy from the start."
Chris Thoen, Managing Director, Global Open Innovation Office, Procter & Gamble

"This book spells out for all brand owners the clear economic advantages to placing intellectual property at the heart of the branding process."
Frederick Mostert, Group Chief Counsel, Richemont

"One company, many departments, hundreds or thousands of brands. How does management coordinate brand development and protection to maximize the company′s assets and the customer′s experience in a rapidly changing global economy? Brand Rewired is filled with creative ideas and commonsense recommendations to help the stewards of famous and one–day famous brands answer that question. Buy it and prosper."
Alan C. Drewsen, Executive Director, International Trademark Association (INTA)

"Brand Rewired takes an age–old problem and shows how leading companies are creating greater value by driving collaboration with all brand stakeholders at the front end of the innovation cycle, where strong intellectual property protection means greater return on investment for brand owners."
Kathryn Barrett Park, Senior Counsel, Advertising & Brand Management, General Electric Company

"Brand Rewired offers a fresh new look at driving value and innovation through a creative collaboration. It′s a wonderful complement to building enterprise success."
Lesley Craig, coauthor of Intellectual Capital in Enterprise Success: Strategy Revisited

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Chapter 1 The Billion–Dollar Question.

The Evolution of the Silo Rewired.

What s Ahead?

Chapter Highlights.

Chapter 2 Value Is in the Eye of the Beholder.

Driving Trends in Intellectual Asset Valuation Why it Matters to You.

When and How Intellectual Assets are Valued.

Increasing the Return on Investment of Your Next Project.

Want Your Brand Listed as a Top 100 Brand?

Chapter Highlights.

Chapter 3 Designing in IP.

The Creative Process.

Product Packaging and Product Design.

Name and Logo Design.

Campaign and Connection to the Consumer.


Chapter Highlights.

Chapter 4 The Influencers.

Consumer–Based Insights.

Content as Marketing.

Cost of Litigation, Risk, and Uncertainty.

The Dilution Dilemma.

Limited Budgets.

Chapter Highlights.

Chapter 5 The Black Box.

A Fictional Case Study Emerson Jones.

Research and Development.

Marketing and Advertising Campaign.

Public Relations and Investor Relations.

Avoiding Costly Lawsuits.

Return on Investment.

Chapter Highlights.

Chapter 6 Integrating a Brand Rewired Process.

The Environment and Incentives.

The Innovation Process.


A Do–Over for Emerson Jones.

The Leadership.

Chapter Highlights.

Chapter 7 The Brand Maestro.

The Brand Maestro Job Description.

The Intellectual Asset Strategy.

How to Get Started in Your Organization.

Chapter Highlights.

Chapter 8 The Thought Leaders.

General Mills.

Procter & Gamble.

Kraft Foods.






Scripps Networks Interactive.

Libby Persyk Kathman (LPK).

Northlich (Brand Engagement Agency).

Interbrand (Branding Consultancy).

The Entrepreneurial Journey.

Epilogue Brand Capitol and Brand Maestro.

Did You Know?

Appendix A Discussion Questions.

Appendix B About the People Interviewed in This Book.

Appendix C Mutual Nondisclosure Agreement.

Appendix D Sample Questionnaire for Planning Sessions.

Appendix E Team Meeting Agenda.

Appendix F Sample Intellectual Asset Strategy Document.

Appendix G List of Trademarks.


About the Authors.


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Anne H. Chasser
Jennifer C. Wolfe
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