Brand Rewired
Subtitle: Connecting Branding, Creativity, and Intellectual Property Strategy
Contributors: Wolfe, Jennifer C.
Publisher: John Wiley & Sons
Published: 2010
Place of publication: Hoboken
Language: eng
Format: [electronic resource] :
Number of pages: 243
ISBN-13: 9780470648827
Subjects: Management; Business
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; Highligh.
Notes: Description based on print version record.
Table of contents: title: Brand Rewired: Connecting Intellectual Property, Branding, and Creativity Strategy; Contents; Preface; Acknowledgments; Chapter 1: The Billion-Dollar Question; Chapter 2: Value Is in the Eye of the Beholder; Chapter 3: Designing in IP; Chapter 4: The Influencers; Chapter 5: The Black Box; Chapter 6: Integrating a Brand Rewired Process; Chapter 7: The Brand Maestro; Chapter 8: The Thought Leaders; Epilogue: Brand Capitol and Brand Maestro; Appendix A: Discussion Questions; Appendix B: About the People Interviewed in This Book; Appendix C: Mutual Nondisclosure Agreement.; title: Appendix D: Sample Questionnaire for Planning SessionsAppendix E: Team Meeting Agenda; Appendix F: Sample Intellectual Asset Strategy Document; Appendix G: List of Trademarks; References; About the Authors; Index.