Description
Book 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.
Trade ReviewCanalichio, 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 ©2018 * (protoview.com) *
Table of ContentsPrelude: 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
