| Author |
Canalichio, Pete, author.
|
| Publication |
Bingley, United Kingdom : Emerald Publishing, [2018]
|
| Edition |
First edition. |
| Description |
xxxv, 311 pages ; 24 cm |
| Call # |
658.8 C |
| Bibliography |
Includes bibliographical references and index. |
| 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. |
| Contents |
Pinning their hopes -- Choose to lead : how to succeed in the connective economy -- Lateral : beyond where they've been -- Addictive : growing to love -- Storied : the power of heritage in a world of action -- Scalable : achieving your best size -- Own-able : how you expand and stay true to your DNA -- Is your brand optimized? -- Making the decision to license -- License to operate : the future of the licensed brand -- Epilogue -- Appendix A: LASSO evaluation, questions and scoring kit ; Appendix B: LASSO methodology ; Appendix C: LASSO methodology Q&A. |
| Subject |
Marketing.
|
|
Marketing. (OCoLC)fst01010167
|
| ISBN |
1787437825 |
|
9781787437821 |
|
