Discover how the world's leading companies have added value totheir company by rewiring the brand creation processBrand Rewired showcases the world's leading companies inbranding and how they have added value to their company by rewiringthe brand creation process to intersect strategic thinking aboutintellectual property without stifling creativity.* Features interviews with executives from leading worldwidecompanies 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 apowerful brand and intellectual property portfolio that can beleveraged economically for many years to come* Reveals how to reduce costs in the brand creation and legalprocess* Illustrates how a brand strategy intersecting with an equallypowerful intellectual property strategy produces a greater economicreturn and more rewards for the brand project leadersInnovative in its approach, Brand Rewired shows you howhow leading companies are abandoning the old schoolresearch-and-development-driven innovation philosophy and evolvingto a Brand Rewired approach of innovating at the consumerlevel, using multi-disciplinary teams to build a powerful brand andintellectual asset to maximize return on investment.