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

Book Description

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.

Table of Contents

  1. Copyright
  2. Preface
    1. Definitions
  3. Acknowledgments
  4. 1. The Billion-Dollar Question
    1. 1.1. The Evolution of the Silo—Rewired
    2. 1.2. What's Ahead?
    3. 1.3. Chapter Highlights
  5. 2. Value Is in the Eye of the Beholder
    1. 2.1. Driving Trends in Intellectual Asset Valuation—Why It Matters to You
      1. 2.1.1. Emerging Countries in Branding as a Rising Competitive Threat
      2. 2.1.2. The Balance Sheet as Borrowing Power
      3. 2.1.3. Stronger Intellectual Assets Make for Better Brands and Better Products
    2. 2.2. When and How Intellectual Assets Are Valued
      1. 2.2.1. Market Approach
      2. 2.2.2. Cost-Based Approach
      3. 2.2.3. Income Approach
      4. 2.2.4. Economic Use/Brand Equity Approach
      5. 2.2.5. Research-Based Approach
    3. 2.3. Increasing the Return on Investment of Your Next Project
    4. 2.4. Want Your Brand Listed as a Top 100 Brand?
    5. 2.5. Chapter Highlights
  6. 3. Designing in IP
    1. 3.1. The Creative Process
    2. 3.2. Product Packaging and Product Design
    3. 3.3. Name and Logo Design
    4. 3.4. Campaign and Connection to the Consumer
      1. 3.4.1. Sounds and Music
      2. 3.4.2. Copy
      3. 3.4.3. Art and Characters
      4. 3.4.4. General Marketing Themes
      5. 3.4.5. Chefs and Signature Dishes
      6. 3.4.6. Avoiding Liability
    5. 3.5. Culture
      1. 3.5.1. The Retail Environment
      2. 3.5.2. The Consumer Experience
      3. 3.5.3. The Employee Experience
    6. 3.6. Chapter Highlights
  7. 4. The Influencers
    1. 4.1. Consumer-Based Insights
    2. 4.2. Content as Marketing
    3. 4.3. Cost of Litigation, Risk, and Uncertainty
    4. 4.4. The Dilution Dilemma
    5. 4.5. Limited Budgets
    6. 4.6. Chapter Highlights
  8. 5. The Black Box
    1. 5.1. A Fictional Case Study—Emerson Jones
    2. 5.2. Research and Development
    3. 5.3. Marketing and Advertising Campaign
    4. 5.4. Public Relations and Investor Relations
    5. 5.5. Avoiding Costly Lawsuits
    6. 5.6. Return on Investment
    7. 5.7. Chapter Highlights
  9. 6. Integrating a Brand Rewired Process
    1. 6.1. The Environment and Incentives
    2. 6.2. The Innovation Process
      1. 6.2.1. Day One
      2. 6.2.2. Day Two
      3. 6.2.3. Day Three
      4. 6.2.4. Homework—Two Weeks
      5. 6.2.5. Day Four (after the Two-Week Homework Break)
      6. 6.2.6. Homework—Two Weeks
      7. 6.2.7. Day Five (after the Two-Week Homework Break)
    3. 6.3. Implementation
    4. 6.4. A Do-Over for Emerson Jones
    5. 6.5. The Leadership
    6. 6.6. Chapter Highlights
  10. 7. The Brand Maestro
    1. 7.1. The Brand Maestro Job Description
    2. 7.2. The Intellectual Asset Strategy
    3. 7.3. How to Get Started in Your Organization
    4. 7.4. Chapter Highlights
  11. 8. The Thought Leaders
    1. 8.1. General Mills
    2. 8.2. Procter & Gamble
      1. 8.2.1. Connect + Develop
      2. 8.2.2. Future Works
      3. 8.2.3. Clay Street
    3. 8.3. Kraft Foods
    4. 8.4. Kimberly-Clark
    5. 8.5. Kodak
    6. 8.6. Harley-Davidson
    7. 8.7. Yahoo!
    8. 8.8. Intel
    9. 8.9. Scripps Networks Interactive
    10. 8.10. Libby Persyk Kathman (LPK)
    11. 8.11. Northlich (Brand Engagement Agency)
    12. 8.12. Interbrand (Branding Consultancy)
    13. 8.13. The Entrepreneurial Journey
  12. EPILOGUE: Brand Capitol and Brand Maestro
    1. 8.14. Did You Know?
  13. A. Discussion Questions
  14. B. About the People Interviewed in This Book
    1. B.1. Joanne Bischmann, Vice President, Licensing and Special Events, Harley-Davidson
    2. B.2. A.B. Cruz III, Executive Vice President, Chief Legal Officer, and Corporate Secretary, Scripps Networks Interactive, Inc.
    3. B.3. Inger Eckert, Chief Counsel, Intellectual Property, International Paper Company
    4. B.4. Heidi Emanuel, Senior Innovation Officer, General Mills
    5. B.5. J. Scott Evans, Senior Legal Director, Global Brands and Trademarks, Yahoo!
    6. B.6. Steve Goers, Vice President of Open Innovation and Investment Strategy, Kraft Foods
    7. B.7. Jacqueline Leimer, Distinguished IP Practitioner in Residence, Chicago-Kent College of Law, Former VP and Associate General Counsel, Kraft Foods, Former President, International Trademark Association
    8. B.8. Gregg Marrazzo, Vice President and Chief Counsel, Intellectual Property and Global Marketing, Kimberly-Clark
    9. B.9. Jerome McDonnell, Senior Trademark Consultant, Interbrand
    10. B.10. Kyle McQuaid, Senior Vice President, J Walter Thompson
    11. B.11. Nils Montan, Former Chief Trademark Counsel, Warner Bros., Former President, International Trademark Association and International AntiCounterfeiting Coalition
    12. B.12. Benton Sauer, Vice President of Innovation, LPK
    13. B.13. Kathy Selker, President, Northlich
    14. B.14. Scott Phillips, Vice President and Trademark Practice Leader, Charles River Associates
    15. B.15. Gordon Smith, Professor, Franklin Pierce Law Center, and Chair, AUS, Inc.
    16. B.16. David Stimson, Chief Trademark Counsel, Kodak, and Former President, International Trademark Association
    17. B.17. Bill Thiemann, Executive Vice President, LPK
    18. B.18. Craig Vogel, Associate Dean, Design Architecture, Art and Planning, University of Cincinnati
    19. B.19. Vince Volpi, Chair and Chief Executive Officer, PICA, a Global Anti-Counterfeiting Company
    20. B.20. Jeff Weedman, Vice President, Global Business Development, Procter & Gamble
    21. B.21. Bob Wehling, Former Global Marketing Officer, Procter & Gamble
    22. B.22. Ruby Zefo, Director, Trademarks and Brands, Intel
  15. C. Mutual Nondisclosure Agreement
    1. C.1. Mutual Confidentiality and Nondisclosure Agreement
      1. C.1.1. Recitals
      2. C.1.2. Agreement
  16. D. Sample Questionnaire for Planning Sessions
  17. E. Team Meeting Agenda
  18. F. Sample Intellectual Asset Strategy Document
  19. G. List of Trademarks
  20. References
  21. About the Authors