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CAIRO BOOKS's Description
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.