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商品の説明
内容説明
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.
著者について
ANNE H. CHASSER was named one of the fifty most influential people in the intellectual property world by Managing Intellectual Property magazine and served as commissioner of trademarks for the United States Patent & Trademark Office and president of the International Trademark Association. As Associate Vice President for Intellectual Property at the University of Cincinnati and Director of Trademarks and Licensing at The Ohio State University, she has achieved top-level executive experience in both government and higher education administration. Chasser is widely recognized as a visionary thought leader in intellectual property.
JENNIFER C. WOLFE, Esq., APR, is the founder of Wolfe LPA, one of the fastest growing woman-owned intellectual property and corporate counsel law firms. Clients have included Kraft Foods, Scripps Networks Interactive, The Kroger Co., Luxottica Retail, and many emerging media and technology companies. One of the only attorneys also nationally accredited in public relations, Wolfe is widely known for her unique and outside-the-box thinking. She is certified as a Six Sigma Black Belt and has been a regular contributor to national legal and technology publications.
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カスタマーレビュー
Amazon.com で最も参考になったカスタマーレビュー (beta)
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4件のカスタマーレビュー
2 人中、2人の方が、｢このレビューが参考になった｣と投票しています。
Must read for brand managers
2010/9/25
形式:ハードカバー
Aside from having possibly one of the best marketing book covers I've seen, Brand Rewired does a great job at explaining how in today's business world, where brands are more valuable than the products themselves, almost all aspects of the brand experiance represent intellectual assets that can be protected. Brand Rewired outlines the colaborative process that today's brand strategists must follow in conjunction with the company's legal teams and other functional areas to ensure that those intellectual assets are protected and brand value is maximized. This book is extremely relevant to brand managers in small and large companies alike, and to entrepreneurs that want to build a powerful brand.
2 人中、2人の方が、｢このレビューが参考になった｣と投票しています。
Excellent Read for Advertising & Marketing Professionals
2010/8/17
形式:ハードカバー
This book is a must for those working in the advertising and marketing fields. Intellectual property is an integral and invaluable part of each brand and the many components within; therefore it must not be ignored, but rather recognized, understood and respected. Finally, there is a book that bridges the gap between the intellectual property and advertising/marketing fields. These authors understand the field well and explain the importance of IP clearly, professionally and functionally. A must-read!
1 人中、1人の方が、｢このレビューが参考になった｣と投票しています。
Tips from the insiders
2010/9/27
形式:ハードカバー
This is a great book for marketing professionals, intellectual property professionals AND the people they report to within the corporation. For decades there has been a yawning gap between the individuals who create and foster brands within companies and the people who protect them. Makes no sense - right? But that's the way it has been.
This excellent book by two insiders of the marketing and legal game will show you how to bridge that gap from the very outset of the creative process. It's simple, straightforward and filled with insights from people on the front lines of brand creation in many major corporations. Why not get it right from the beginning?
Highly recommended.
This excellent book by two insiders of the marketing and legal game will show you how to bridge that gap from the very outset of the creative process. It's simple, straightforward and filled with insights from people on the front lines of brand creation in many major corporations. Why not get it right from the beginning?
Highly recommended.
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