Download Brand Rewired: Connecting Branding, Creativity, and by Anne H. Chasser PDF

By Anne H. Chasser

ISBN-10: 0470575425

ISBN-13: 9780470575420

Realize how the world's prime businesses have extra worth to their corporation by way of rewiring the emblem production procedure model Rewired showcases the world's top businesses in branding and the way they've got additional price to their corporation by way of rewiring the logo production approach to intersect strategic considering highbrow estate with out stifling creativity.Features interviews with executives from prime around the world businesses together with: Kodak, Yahoo, Kraft, J.Walter Thompson, Kimberly Clark, Scripps Networks Interactive, the Kroger corporation, GE, Procter & Gamble, LPK, Northlich and moreHighlights how one can maximize go back on funding in making a robust model and highbrow estate portfolio that may be leveraged economically for a few years to comeReveals the right way to lessen expenses within the model construction and criminal processIllustrates how a model procedure intersecting with an both robust highbrow estate procedure produces a better financial go back and extra rewards for the logo undertaking leadersInnovative in its procedure, model Rewired exhibits you ways how major businesses are leaving behind the old-fashioned research-and-development-driven innovation philosophy and evolving to a model Rewired strategy of innovating on the buyer point, utilizing multi-disciplinary groups to construct a strong model and highbrow asset to maximise go back on funding.

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Extra resources for Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy

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Leadership must set a vision and create a culture that fosters and embraces multidisciplinary teams. A process must be put in place to facilitate multidisciplinary teams. Common goals, collaboration, and teamwork are rewarded through financial and nonfinancial recognition. • For many years, the largest companies in the world were able to dominate the marketplace by their size, capital power, and ability to leverage and tap into resources, easily boxing out competitive threats. This facilitated and supported a linear way of developing new ideas, technologies, and brands.

HENRY FORD 40 Brand Rewired Chapter Highlights • Emerging companies in developing countries are seeking to boost their economic power globally by investing in brands. They are focused on how brands are valued in a global marketplace. To compete, established branding companies must also begin to consider how brands are valued. • Brands remain one of the most powerful assets of most companies. • The power of the brand on the company balance sheet can increase its borrowing power and the availability of capital.

At the top of our list in creating any campaign is to ensure that we connect to our consumer. Kyle McQuaid, Senior Vice President, J Walter Thompson Then we asked a series of intellectual property lawyers the same question. What about these brands offers high intellectual property value? 38 Brand Rewired The most powerful brands in the world are unique, arbitrary terms rather than descriptive ones. Coincidentally, those are also the ones that make the strongest trademarks. Gregg Marrazzo, Vice President and Chief Counsel, Intellectual Property and Global Marketing, Kimberly-Clark Strong brands will be protected from multiple aspects of intellectual property and maintain the integrity of the brand at all levels with careful anticounterfeiting plans and protection plans in tandem with plans to capitalize globally on the brand.

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