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

"Brand Rewired celebrates collaboration and the power of brands. It's a must-read for all brand managers and business leaders."
—Diane Nelson, President, DC Entertainment, Warner Bros. Entertainment

"Brand Rewired is a must-read for everyone who wants to create sustainable brand value. Anne and Jennifer provide an insightful view on how a stronger brand can be built and more long-term value can be created by designing in a holistic intellectual property strategy from the start."
—Chris Thoen, Managing Director, Global Open Innovation Office, Procter & Gamble

"This book spells out for all brand owners the clear economic advantages to placing intellectual property at the heart of the branding process."
—Frederick Mostert, Group Chief Counsel, Richemont

"One company, many departments, hundreds or thousands of brands. How does management coordinate brand development and protection to maximize the company's assets and the customer's experience in a rapidly changing global economy? Brand Rewired is filled with creative ideas and commonsense recommendations to help the stewards of famous and one-day famous brands answer that question. Buy it and prosper."
—Alan C. Drewsen, Executive Director, International Trademark Association (INTA)

"Brand Rewired takes an age-old problem and shows how leading companies are creating greater value by driving collaboration with all brand stakeholders at the front end of the innovation cycle, where strong intellectual property protection means greater return on investment for brand owners."
—Kathryn Barrett Park, Senior Counsel, Advertising & Brand Management, General Electric Company

"Brand Rewired offers a fresh new look at driving value and innovation through a creative collaboration. It's a wonderful complement to building enterprise success."
—Lesley Craig, coauthor of Intellectual Capital in Enterprise Success: Strategy Revisited