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Expand, Grow, Thrive Pete Canalichio (President and Founder of Licensing Brands, Inc.)

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Expand, Grow, Thrive By Pete Canalichio (President and Founder of Licensing Brands, Inc.)

Expand, Grow, Thrive by Pete Canalichio (President and Founder of Licensing Brands, Inc.)

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Summary

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.

Expand, Grow, Thrive Summary

Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method by Pete Canalichio (President and Founder of Licensing Brands, Inc.)

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.

Expand, Grow, Thrive 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) *

About Pete Canalichio (President and Founder of Licensing Brands, Inc.)

Pete Canalichio is a brand expansion and licensing strategist with over 25 years of business experience. Having worked in brand licensing for close to 20 years, he is considered an expert on the subject and is repeatedly asked to speak at branding and licensing conferences and leading business schools globally.
Before starting his business career, Pete attended the U.S. Naval Academy where he earned a BS in physics. He served in the Navy as an aviator honing his leadership and decision-making skills as commander of a large multi-engine aircraft and 12-member crew during the height of Cold War tensions. Clear-headed and decisive under those extraordinary circumstances, he has applied that same leadership style to every challenge and opportunity he has faced in a distinguished career with such firms as Coca-Cola, Newell Rubbermaid and most recently, Licensing Brands, a business that he founded in 2009.
Pete began his branding and licensing career at Coca-Cola where he executed multiple programs in support of the Olympic Games, FIFA World Cup and NASCAR. Recruited to Newell Rubbermaid, Pete oversaw Rubbermaid's global licensing program. For his contributions, Pete received the MVP Award.
Pete earned his MBA from the University of North Carolina Kenan-Flagler Business School where he was a Richard H. Jenrette fellow and salutatorian. Throughout his career, Pete has operated in the global arena, having worked in more than 40 countries and managed extensive projects across national and continental borders.

Table of Contents

Prelude: 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

Additional information

GOR010121976
9781787437821
1787437825
Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method by Pete Canalichio (President and Founder of Licensing Brands, Inc.)
Pete Canalichio (President and Founder of Licensing Brands, Inc.)
Used - Very Good
Hardback
Emerald Publishing Limited
20180212
352
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Expand, Grow, Thrive