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Chasser, Anne H.

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

Chasser, Anne H. - Brand Rewired: Connecting Branding, Creativity, and Intellectual Property Strategy, ebook

44,65€

Ebook, ePUB with Adobe DRM
ISBN: 9780470648841
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Printing67 pages with an additional page accrued every 11 hours, capped at 67 pages
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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.

Keywords: Jennifer Wolfe, brand rewired, invisible edge, mark blaxill, strategic management of intellectual capital, david klein, virtual monopoly, Christopher pike, global groups, innovation keiretsu, invisible edge, razors business, patent troll, shaving experience, network lens, innovation factory, patent pools, shaving system, mass collaboration, technology stack, patent portfolio, patent counts, single patent, building virtual monopoly, intellectual property generator, virtual monopoly spaces, monopoly business models, value liberator, hub monopoly, monopoly team, shine texture, creative advantage, intellectual property company, virtual monopoly positions, hub technology, monopoly model, intellectual property risk, patent expiry, intellectual property portfolio, using intellectual property, technology hub, intellectual property disputes

Author(s)
 
Publisher
John Wiley and Sons, Inc.
Publication year
2010
Language
en
Edition
1
Page amount
224 pages
Category
Upbringing, Education
Format
Ebook
eISBN (ePUB)
9780470648841
Printed ISBN
9780470575420

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