Expand, Grow, Thrive: 5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method - Marketing
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Full Book Title: Expand, Grow, Thrive, 5 Proven Steps To Turn Good Brands Into Global Brands Through The LASSO Method
Author Name: Pete Canalichio
Book Synopsis: 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.
Author Bio: Pete Canalichio is an author, a brand expansion and licensing strategist, expert witness and TEDx speaker. He founded Licensing Brands in 2009 after a distinguished career with Coca-Cola and Newell Rubbermaid. Before starting his business career Pete attended the U.S. Naval Academy where he earned a BS in physics. Pete went on to serve in the Navy as an award-winning aviator and instructor pilot, 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. Pete has worked in more than 40 countries globally.