Издательство John Wiley, 2010, -243 pp.
This book is written for marketing, branding, and innovation leaders interested in improving the long-term retu on investment of their branding and innovation plans. Whether you work in a large corporation, an agency environment, or an emerging or entrepreneurial company, if you are looking for a new way to add value to your innovation or branding process, this is the book for you.
To provide background on how this came about, in the fall of 2008, we began sharing stories on the innovation trends we continued to see in the intellectual property, venture capital, and entrepreneurial community. We found the discussion related to innovation and collaboration was centered on technology, research, development, and the creation of patents. There was limited discussion on the development of brands, trademarks, and other intellectual assets in the scope of innovation and intellectual property strategy.
Further, despite the widespread adoption of open innovation and collaboration as a way of thinking in contemporary business, there was still resistance to working as an interdisciplinary team with a shared vision. We continued to see silos and fiefdoms dominating day-to-day business with many touting the importance of collaboration, but few incorporating it into everyday practice. We were certain that some companies were thinking about these issues and incorporating intellectual property strategy into the branding and innovation process. It seemed obvious to us that brands were critical to the success of most products and services. And protecting the brand with the right intellectual property is the key to capitalizing on that success over a long time. Every aspect of the way the consumer sees, touches, feels, and hears about the product is what really matters, particularly if it can be protected and last forever. It’s not that technology isn’t important, but it is only one piece of the puzzle.
With a shared interest in the subject, we started a literature review. We quickly leaed that the landscape is saturated with traditional marketing and branding processes with varying twists and metaphors. In fact, a quick Amazon search of the key word branding produced more than 50,000 results at the time. There is no shortage of books written by and for marketing and branding professionals. Likewise, there is a proliferation of intellectual property or intellectual asset management books typically written by lawyers for other lawyers. And, in the open innovation sector, there is also a plethora of literature; however, it often focused on the research, development, and technology silo rather than bridging the gap into branding.
Intrigued, we set out to conduct preliminary interviews with innovation leaders at some of the world’s biggest brands. Our goal: to test our theory that forward-thinking companies are finding ways to intersect strategic thinking about intellectual property with branding and innovation. Further, that doing so will result in a greater retu on investment.
And so, our thesis was formed: If companies design into the innovation and brand development process strategic thinking about intellectual property, there is a longer term retu on investment. In Brand Rewired, we focus on the world’s leading brands, interviewing their business leaders, innovators, and intellectual property strategists to lea how they are innovating, setting strategy, and achieving their end game. We interview the economists and valuation experts who place an economic value on brands in licensing and mergers and acquisition activity. Their quotes can be found throughout this book. We then build upon those trends and add another way of thinking about the branding process — a Brand Rewired.
The Billion-Dollar Question
Value Is in the Eye of the Beholder
Designing in IP
The Influencers
The Black Box
Integrating a Brand Rewired Process
The Brand Maestro
The Thought Leaders
Epilogue Brand Capitol and Brand Maestro
A Discussion Questions
B About the People Interviewed in This Book
C Mutual Nondisclosure Agreement
D Sample Questionnaire for Planning Sessions
E Team Meeting Agenda
F Sample Intellectual Asset Strategy Document
G List of Trademarks
This book is written for marketing, branding, and innovation leaders interested in improving the long-term retu on investment of their branding and innovation plans. Whether you work in a large corporation, an agency environment, or an emerging or entrepreneurial company, if you are looking for a new way to add value to your innovation or branding process, this is the book for you.
To provide background on how this came about, in the fall of 2008, we began sharing stories on the innovation trends we continued to see in the intellectual property, venture capital, and entrepreneurial community. We found the discussion related to innovation and collaboration was centered on technology, research, development, and the creation of patents. There was limited discussion on the development of brands, trademarks, and other intellectual assets in the scope of innovation and intellectual property strategy.
Further, despite the widespread adoption of open innovation and collaboration as a way of thinking in contemporary business, there was still resistance to working as an interdisciplinary team with a shared vision. We continued to see silos and fiefdoms dominating day-to-day business with many touting the importance of collaboration, but few incorporating it into everyday practice. We were certain that some companies were thinking about these issues and incorporating intellectual property strategy into the branding and innovation process. It seemed obvious to us that brands were critical to the success of most products and services. And protecting the brand with the right intellectual property is the key to capitalizing on that success over a long time. Every aspect of the way the consumer sees, touches, feels, and hears about the product is what really matters, particularly if it can be protected and last forever. It’s not that technology isn’t important, but it is only one piece of the puzzle.
With a shared interest in the subject, we started a literature review. We quickly leaed that the landscape is saturated with traditional marketing and branding processes with varying twists and metaphors. In fact, a quick Amazon search of the key word branding produced more than 50,000 results at the time. There is no shortage of books written by and for marketing and branding professionals. Likewise, there is a proliferation of intellectual property or intellectual asset management books typically written by lawyers for other lawyers. And, in the open innovation sector, there is also a plethora of literature; however, it often focused on the research, development, and technology silo rather than bridging the gap into branding.
Intrigued, we set out to conduct preliminary interviews with innovation leaders at some of the world’s biggest brands. Our goal: to test our theory that forward-thinking companies are finding ways to intersect strategic thinking about intellectual property with branding and innovation. Further, that doing so will result in a greater retu on investment.
And so, our thesis was formed: If companies design into the innovation and brand development process strategic thinking about intellectual property, there is a longer term retu on investment. In Brand Rewired, we focus on the world’s leading brands, interviewing their business leaders, innovators, and intellectual property strategists to lea how they are innovating, setting strategy, and achieving their end game. We interview the economists and valuation experts who place an economic value on brands in licensing and mergers and acquisition activity. Their quotes can be found throughout this book. We then build upon those trends and add another way of thinking about the branding process — a Brand Rewired.
The Billion-Dollar Question
Value Is in the Eye of the Beholder
Designing in IP
The Influencers
The Black Box
Integrating a Brand Rewired Process
The Brand Maestro
The Thought Leaders
Epilogue Brand Capitol and Brand Maestro
A Discussion Questions
B About the People Interviewed in This Book
C Mutual Nondisclosure Agreement
D Sample Questionnaire for Planning Sessions
E Team Meeting Agenda
F Sample Intellectual Asset Strategy Document
G List of Trademarks