Expand, Grow, Thrive

5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method

By: Pete Canalichio

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Hardcover | 12 February 2018 | Edition Number 1

At a Glance

Hardcover
352 Pages

Dimensions(cm)
16.5 x 4 x 2.5

Hardcover

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Using powerful storytelling and unique access to the personal perspectives of top-flight marketers who have developed truly world-class business growth programs, Pete Canalichio shows us how successful marketers have extended and expanded their brands, and the challenges they have had to overcome along the way.

The LASSO model (Lateral; Addictive; Storied; Scalable; Own-able) offers a simple, accessible and effective way for marketers to get their heads around the desired attributes of highly successful growth programs. With insightful advice, anecdotes and tips from leading brand licensing professionals, household names like Coca-Cola and Disney, senior marketers and inspiring individuals, Canalichio has created a measured and proven "Think Big, Get Big" framework to truly help your brand first expand, grow successfully, and ultimately thrive.

Industry Reviews

Canalichio, a brand expansion and licensing strategist, outlines five steps to growing a brand through the LASSO (lateral, addictive, storied, scalable, and own-able) framework: laterally expanding the brand beyond its operating sector into wider life categories, making the brand addictive, using stories, making the brand scalable, and knowing what the brand owns and protecting ownership. He also explains how to assess brand optimization, and outlines a licensing process.--Annotation (c)2018 "(protoview.com)"

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