THE GREAT CATAPULT

Intellectual Property (IP) is fast becoming the most valuable business asset: proprietary brands, design and content determine the success and longevity of companies. THE GREAT CATAPULT shows the way in this global reality.



This first-of-its-kind guide for the C-suite not only summarizes in plain business language why IP is fundamental to brand-based companies, it provides hands-on advice on the actual organization of IP within your business.



Based on inside experience from some of the world’s best-known brands, the book advocates INTEGRATED IP MANAGEMENT, the approach that lets IP step out of its legal shell and create a lasting competitive advantage through all operational functions.



The book’s lessons provide a head-start for anyone managing a company—from start-ups to listed multinationals—and empower all others involved in creating brand value, including marketers, investors and management consultants.