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Inventing Brands: Opportunities at the Nexus of Semiotics and Intellectual Property

Organizations seek brands that yield sustainable differentiation as they resonate with consumers and stakeholders. The team of James Conley, Duncan Berry, Laura DeWitt, and Mark Dziersk examine how a clear understanding of the messages and power inherent in the visual dimension of a brand can be linked with patents, copyrights, and other unique content to extend the range and competitiveness of offerings in the marketplace.

A central challenge of modern design management is to create a product or service that stands out in the marketplace. This strategic view flows from the logic of a business that seeks competitive advantage through branded differentiation.

In this article, we explore how ...

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