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

Appendix A. Discussion Questions

As you move into evaluating how to implement the ideas discussed, answer a few questions about your organization.

Innovation

• How does your company foster innovation?

• Who is involved in the innovation process and/or creation of new ideas?

• Do you or others in your organization find incentive financially or by awards for innovation?

• How do you measure the success of an innovation?

• What is the greatest challenge you face with innovation?

• How does your company tap into consumer insights in the innovation process?

Multidisciplinary Teams

• Does your company utilize multidisciplinary teams?

• What are the biggest obstacles in forming interdisciplinary teams?

• How can you foster collaboration and interdisciplinary teams?

• Are there incentives for working as a team?

• Are there roadblock or barriers?

Branding

• How do you define a great brand? What are the characteristics?

• How do you measure the ROI of a branding campaign?

• What is the most important trend in branding that you see?

• When does the crossover from R&D to branding occur in your company?

• Do you evaluate how you can protect your product designs, packaging, or campaigns through intellectual property?

• When you develop new branding and marketing campaigns, do you consider how to protect each aspect as intellectual property? When is that considered?

• Are you more concerned about avoiding lawsuits or ensuring that you can prevent others from infringing on your branding campaign? Is one more important than the other?

• When do you involve ...