Brand Rewired

Brand Rewired

Connecting Intellectual Property, Branding, and Creativity Strategy

eBook - 2010
Rate this:
""How do Procter & Gamble and Google and companies like them build a billion-dollar brand? They design strong intellectual property strategy into their innovation and branding processes through the power of collaboration and interdisciplinary teams. Whether a company is maintaining a brand that has endured for more than 100 years, such as Tide, or creating a new brand that will capture the attention of the world, such as Google, a rewired branding process can provide key competitive advantages." ---From Chapter 1 of Brand Rewired" "Consider this: it's generally accepted that to achieve an increase in margin, market share, revenue, and market value, a company must innovate and create for consumer needs and wants. But renowned IP strategists Anne Chasser and Jennifer Wolfe argue in Brand Rewired that in the future---i.e., now---companies must add another layer of thinking to the creative process: an interdisciplinary approach that considers long-lasting intellectual property from the start of the creative process." "If the brand process is approached this way, you will get the job done faster, utilize fewer resources, reduce costs, and increase the likelihood of success. Intelligent and timely, this book takes a look at:" "Featuring surprisingly revealing interviews with executives from leading worldwide companies including Procter & Gamble, Kodak, Yahoo!, Kraft Foods, Kimberly-Clark, Harley-Davidson, General Mills, LPK, JWT, Scripps Networks Interactive, Northlich, and more, this book is not just another IP strategy guide. This is the strategic direction every brand manager, marketing professional, intellectual property lawyer, valuation professional, intellectual asset manager, in-trapreneur, or entrepreneur needs to gain a step on the competition." "Want to see our economy make a sustainable recovery from its current financial crisis? Want your business to survive in this century? Get Brand Rewired."--BOOK JACKET.
Publisher: Hoboken, N.J. : Wiley, c2010
Hoboken, N.J. : Wiley, c2010
ISBN: 9780470648827
Branch Call Number: REM
Characteristics: 1 online resource (xvi, 224 p.) : ill
Additional Contributors: Wolfe, Jennifer C


From the critics

Community Activity


Add a Comment

There are no comments for this title yet.

Age Suitability

Add Age Suitability

There are no age suitabilities for this title yet.


Add a Summary

There are no summaries for this title yet.


Add Notices

There are no notices for this title yet.


Add a Quote

There are no quotes for this title yet.

Explore Further


Subject Headings

No similar edition of this title was found at LCCL.

Try searching for Brand Rewired to see if LCCL owns related versions of the work.

To Top