About this product

Product Identifiers

PublisherEmerald Publishing The Limited

ISBN-101787437825

ISBN-139781787437821

eBay Product ID (ePID)240218341

Product Key Features

Number of Pages352 Pages

LanguageEnglish

Publication NameExpand, Grow, Thrive : 5 Proven Steps to Turn Good Brands into Global Brands Through the LASSO Method

SubjectConsumer Guides, Marketing / General, Personal Success, International / Marketing, Sales & Selling / General

Publication Year2018

TypeNot Available

AuthorPete Canalichio

Subject AreaReference, Business & Economics

FormatHardcover

Dimensions

Item Height1 in

Item Weight23.3 Oz

Item Length9 in

Item Width6 in

Additional Product Features

LCCN2018-300432

ReviewsCanalichio, 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.

Dewey Edition23

Dewey Decimal658.8

Intended AudienceScholarly & Professional

Table Of ContentPrelude: Addressing the Expansion Riddle Chapter 1. Pinning their hopes Chapter 2. Read and lead - How to succeed in the connective economy Chapter 3. Lateral - Beyond where they've been Chapter 4. Addictive - Growing to love Chapter 5. Storied - The power of heritage in a world of action Chapter 6. Scalable - How the biggest names in the business keep expanding Chapter 7. Own-able - Why who you are decides who you seem Chapter 8. Is your brand optimized? Chapter 9. Making the decision to license Chapter 10. License to operate - the future of the licensed brand Epilogue Appendix

SynopsisUsing 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., In this call-to-arms for marketers struggling to hit their growth targets, brand licensing expert Pete Canalichio explores what needs to be done to consistently and sustainably convert consumer interest into passion, into must-have, and into must-have-more. The result is the LASSO model: a five-step process to turn good brands into global brands., 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; Scalabâ‰¤ 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.

LC Classification NumberHF5410-5417.5