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Title Expand, grow, thrive : 5 proven steps to turn good brands into global brands through the LASSO method / by Pete Canalichio.
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

Location CALL # Status Message
 Central 2nd Fl - SST Non-Fiction  658.8 C    DUE 03-15-21