Expand, Grow, Thrive : 5 Proven Steps to Turn Good Brands into Global Brands through the LASSO Method

Canalichio, Pete

Emerald Publishing Limited（2018/02発売）

• 製本 Hardcover:ハードカバー版／ページ数 352 p.
• 言語 ENG
• 商品コード 9781787437821
• DDC分類 658.8

Full Description

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.

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