TY  - BOOK
AU  - Canalichio,Pete
TI  - Expand, grow, thrive: 5 proven steps to turn good brands into global brands through the LASSO Method 
SN  - 9781787437814
AV  - HF5415 .C36 2018
U1  - 658.8 23
PB  - Emerald Publishing Limited
KW  - Marketing
KW  - Business & Economics
KW  - General
KW  - bisacsh
KW  - Sales & marketing
KW  - bicssc
N1  - Includes bibliographical references and index
N2  - 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.
UR  - https://www.emerald.com/insight/publication/doi/10.1108/9781787437814
ER  -