Brand Rewired

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.

Preface xi Acknowledgments xv Chapter 1 The Billion-Dollar Question 1 The Evolution of the Silo—Rewired 4 What’s Ahead? 12 Chapter Highlights 13 Chapter 2 Value is in the Eye of the Beholder 17 Driving Trends in Intellectual Asset Valuation—Why it Matters to You 18 When and How Intellectual Assets are Valued 23 Increasing the Return on Investment of Your Next Project 30 Want Your Brand Listed as a Top 100 Brand? 33 Chapter Highlights 40 Chapter 3 Designing in IP 43 The Creative Process 47 Product Packaging and Product Design 53 Name and Logo Design 59 Campaign and Connection to the Consumer 62 Culture 67 Chapter Highlights 70 Chapter 4 The Influencers 73 Consumer-Based Insights 73 Content as Marketing 77 Cost of Litigation, Risk, and Uncertainty 80 The Dilution Dilemma 84 Limited Budgets 88 Chapter Highlights 89 Chapter 5 The Black Box 91 A Fictional Case Study—Emerson Jones 93 Research and Development 96 Marketing and Advertising Campaign 97 Public Relations and Investor Relations 100 Avoiding Costly Lawsuits 102 Return on Investment 102 Chapter Highlights 105 Chapter 6 Integrating a Brand Rewired Process 107 The Environment and Incentives 108 The Innovation Process 109 Implementation 113 A Do-Over for Emerson Jones 114 The Leadership 115 Chapter Highlights 118 Chapter 7 The Brand Maestro 121 The Brand Maestro Job Description 122 The Intellectual Asset Strategy 122 How to Get Started in Your Organization 128 Chapter Highlights 129 Chapter 8 The Thought Leaders 131 General Mills 131 Procter & Gamble 133 Kraft Foods 137 Kimberly-Clark 139 Kodak 141 Harley-Davidson 143 Yahoo! 145 Intel 147 Scripps Networks Interactive 149 Libby Persyk Kathman (LPK) 150 Northlich (Brand Engagement Agency) 151 Interbrand (Branding Consultancy) 152 The Entrepreneurial Journey 154 Epilogue Brand Capitol and Brand Maestro 155 Did You Know? 155 Appendix A Discussion Questions 159 Appendix B About the People Interviewed in This Book 161 Appendix C Mutual Nondisclosure Agreement 177 Appendix D Sample Questionnaire for Planning Sessions 183 Appendix E Team Meeting Agenda 185 Appendix F Sample Intellectual Asset Strategy Document 187 Appendix G List of Trademarks 189 References 197 About the Authors 215 Index 217