Expand, grow, thrive : 5 proven steps to turn good brands into global brands through the LASSO Method

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 al...

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Bibliographic Details
Main Author Canalichio, Pete (Author)
Format Electronic eBook
LanguageEnglish
Published Bingley, U.K. : Emerald Publishing Limited, 2018.
Subjects
Marketing.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781787437814
9781787439757
DOI10.1108/9781787437814
Physical Description1 online resource (xxxv, 311 pages).

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Summary: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.
Bibliography:Includes bibliographical references and index.
ISBN:9781787437814
9781787439757
DOI:10.1108/9781787437814
Physical Description:1 online resource (xxxv, 311 pages).

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