EXPAND, GROW, THRIVE: 5 PROVEN STEPS TO TURN GOOD BRANDS INTO GLOBAL BRANDS THROUGH THE LASSO METHOD

Book ID/图书代码： 04331418C00176

English Summary/英文概要： 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.

Chinese Summary/中文概要： Pete Canalichio运用强大的故事讲述能力和独特的个人视角，向我们展示了成功的营销人员如何扩展他们的品牌以及在发展道路上他们必须克服的挑战。

LASSO模式（横向；上瘾；名气；扩展；自主）为营销人员提供了一种简单有效的方法，使他们能够了解成功增长计划的期望属性。凭借来自家喻户晓的领先品牌的专业人士、可口可乐和迪斯尼的高级市场人士的建议、案例和提示，Canalichio创建了一个经过衡量和验证的“有目标才有成就”的框架，真正帮助您的品牌第一次扩张就获得成功，最终迈向繁荣。（YYW）

Awards/获奖情况：品牌扩张和授权策略师Canalichio概述了通过LASSO框架（横向、上瘾、名气、扩展和自主）发展品牌的五个步骤：横向将品牌扩展到其运营内容以外的更广泛生活类别，使品牌上瘾，讲述故事，使品牌具有扩展性，知道品牌拥有什么，保护品牌所有权。他还解释了如何评估品牌优化，并概述了授权流程。——注释（c）2018”（protoview.com）

Canalichio, a brand expansion and licensing strategist, outlines five steps to growing a brand through the LASSO (lateral, addictive, storied, scalable, and own-able) framework: laterally expanding the brand beyond its operating sector into wider life categories, making the brand addictive, using stories, making the brand scalable, and knowing what the brand owns and protecting ownership. He also explains how to assess brand optimization, and outlines a licensing process.--Annotation (c)2018 "(protoview.com) "

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