IN THIS SUMMARY
Intellectual property is the sum of the distinct components that make up a brand and the brand’s campaign. These components include the product or service’s name, logo, slogan, script of the commercial, music that accompanies the commercial, design of the product, design of the product’s packaging, distinctive colors of the product or its packaging, paper ad copy, appearance of the retail location, unique sounds and smells that are associated with the brand campaign, and the website’s content. A brand’s intellectual property can be protected through the use of copyrights, trademarks, trade dress, trade secrets, and design patterns. By protecting every aspect of a brand’s ad campaign, the brand will last longer, have a stronger impact, and increase the company’s return on investment. In the Brand Rewired approach, all of an organization’s departments are in communication with each other at every point in the brand’s life cycle. Finance, research and development, brand/ad agency, marketing, trademark/advertising counsel, consumer insights, and the patent counsel all work together continuously. In this way, the company can ensure that no time will be wasted on ideas and that are already another corporation’s intellectual property.