Listen to brilliant thought leaders in the branding industry being interviewed by Shireen on the loose theme ‘Does Intellectual Property need a Rebrand?
"Much as I didn't expect this, I enjoyed this book immensely. It was refreshing to see some legalistic rigour brought to bear on the most misused and overused term in the marketing lexicon."
- Rory Sutherland
Vice-Chairman of Ogilvy UK
Shireen Smith, author of Brand Tuned and host of the launch says: I wanted to learn what is involved to create a strong brand so I could explain how to take account of intellectual property during the process. It’s not appropriate to leave IP till later. I soon discovered the evidence-based thinking from the Ehrenberg-Bass Institute into how brands grow and distinctive brand assets. This research makes IP more important than ever if a brand is to stand out uniquely.
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