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
