Coverart for item
The Resource Brand rewired : connecting intellectual property, branding, and creativity strategy, Anne H. Chasser, Jennifer C. Wolfe

Brand rewired : connecting intellectual property, branding, and creativity strategy, Anne H. Chasser, Jennifer C. Wolfe

Label
Brand rewired : connecting intellectual property, branding, and creativity strategy
Title
Brand rewired
Title remainder
connecting intellectual property, branding, and creativity strategy
Statement of responsibility
Anne H. Chasser, Jennifer C. Wolfe
Creator
Contributor
Subject
Language
eng
Summary
""How do Procter & Gamble and Google and companies like them build a billion-dollar brand? They design strong intellectual property strategy into their innovation and branding processes through the power of collaboration and interdisciplinary teams. Whether a company is maintaining a brand that has endured for more than 100 years, such as Tide, or creating a new brand that will capture the attention of the world, such as Google, a rewired branding process can provide key competitive advantages."--Chapter 1 of Brand Rewired" "Consider this: it's generally accepted that to achieve an increase in margin, market share, revenue, and market value, a company must innovate and create for consumer needs and wants. But renowned IP strategists Anne Chasser and Jennifer Wolfe argue in Brand Rewired that in the future---i.e., now---companies must add another layer of thinking to the creative process: an interdisciplinary approach that considers long-lasting intellectual property from the start of the creative process." "If the brand process is approached this way, you will get the job done faster, utilize fewer resources, reduce costs, and increase the likelihood of success. Intelligent and timely, this book takes a look at:" "Featuring surprisingly revealing interviews with executives from leading worldwide companies including Procter & Gamble, Kodak, Yahoo!, Kraft Foods, Kimberly-Clark, Harley-Davidson, General Mills, LPK, JWT, Scripps Networks Interactive, Northlich, and more, this book is not just another IP strategy guide. This is the strategic direction every brand manager, marketing professional, intellectual property lawyer, valuation professional, intellectual asset manager, in-trapreneur, or entrepreneur needs to gain a step on the competition." "Want to see our economy make a sustainable recovery from its current financial crisis? Want your business to survive in this century? Get Brand Rewired."--Jacket
Member of
Cataloging source
N$T
http://library.link/vocab/creatorName
Chasser, Anne H
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HF5415.15
LC item number
.C46 2010eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Wolfe, Jennifer C
http://library.link/vocab/subjectName
  • Product management
  • Branding (Marketing)
  • Intellectual property
  • Strategic planning
  • BUSINESS & ECONOMICS
  • Branding (Marketing)
  • Intellectual property
  • Product management
  • Strategic planning
Label
Brand rewired : connecting intellectual property, branding, and creativity strategy, Anne H. Chasser, Jennifer C. Wolfe
Instantiates
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references (pages 197-214) and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 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
  • 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;
Control code
654830735
Dimensions
unknown
Extent
1 online resource (xvi, 224 pages)
File format
unknown
Form of item
online
Isbn
9780470648827
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
http://library.link/vocab/ext/overdrive/overdriveId
  • cl0500000077
  • 76544b57-a65c-4a4c-ac58-480eae8204a0
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)654830735
Label
Brand rewired : connecting intellectual property, branding, and creativity strategy, Anne H. Chasser, Jennifer C. Wolfe
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references (pages 197-214) and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 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
  • 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;
Control code
654830735
Dimensions
unknown
Extent
1 online resource (xvi, 224 pages)
File format
unknown
Form of item
online
Isbn
9780470648827
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
http://library.link/vocab/ext/overdrive/overdriveId
  • cl0500000077
  • 76544b57-a65c-4a4c-ac58-480eae8204a0
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)654830735

Library Locations

    • Ellis LibraryBorrow it
      1020 Lowry Street, Columbia, MO, 65201, US
      38.944491 -92.326012
    • Engineering Library & Technology CommonsBorrow it
      W2001 Lafferre Hall, Columbia, MO, 65211, US
      38.946102 -92.330125
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