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Expand, Grow, Thrive : 5 Proven Steps to Turn Good Brands into Global Brands Through the LASSO Method / Pete Canalichio

By: Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: Bingley : Emerald Publishing Limited, 2018Description: 1 Online-RessourceISBN:
  • 9781787437814
  • 9781787439757
Subject(s): Additional physical formats: 9781787437821 | Erscheint auch als: 9781787437821 Druck-Ausgabe | Erscheint auch als: Expand, grow, thrive. Druck-Ausgabe First edition. Bingley, UK : Emerald Publishing, 2018. xxxv, 311 SeitenRVK: RVK: QP 624DOI: DOI: 10.1108/9781787437814Online resources: 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.Summary: Front Cover -- Expand, Grow, Thrive -- Copyright Page -- Dedication -- Contents -- Acknowledgments -- Introduction -- Prelude: Addressing the Expansion Riddle -- Lateral -- Addictive -- Storied -- Scalable -- Own-able -- 1 Pinning Their Hopes -- A Tale of One Pin, Two Brands, and 3,000 People Waiting in the Cold -- 2 Choose to Lead — How to Succeed in the Connective Economy -- Look Beyond One Income Source -- Cater to Customers Across Their Lives -- Act Quickly -- 3 Lateral — Beyond Where They’ve Been -- Key Takeouts -- Your Turn -- 4 Addictive — Growing to Love -- Key Takeouts -- Your Turn -- 5 Storied — The Power of Heritage in a World of Action -- Key Takeouts -- Your Turn -- 6 Scalable — Achieving Your Best Size -- Key Takeouts -- Your Turn -- 7 Own-able — How You Expand and Stay True to Your DNA -- Key Takeouts -- Your Turn -- 8 Is Your Brand Optimized? -- Overview -- Data Collection -- Model Selection -- Agreement between Experts -- Algorithm Evaluation -- Lateral -- Key Takeouts -- Addictive -- Key Takeouts -- Storied -- Key Takeouts -- Scalable -- Key Takeouts -- Own-able -- Key Takeouts -- 9 Making the Decision to License -- What is Licensing? -- What Makes a Brand License-able? -- What Sort of Brand Should It Be? -- The Critical Success Factors for Licensing -- The Brand Licensing Process -- Step 1: Identify Where to Play -- Step 2: Determine How to Win -- Step 3: Prospect Licensees -- Step 4: Conduct Due Diligence -- Step 5: Define Licensing Opportunity -- Step 6: Negotiate Deal Terms and Finalize Contract -- Step 7: Orientation -- Step 8: Business Planning -- The Brand Scorecard -- Knowing When to License -- Selecting Categories for Licensing -- The Role and Importance of a Licensing Agency -- Whether a Program is Being Managed Successfully -- Lessons and Advice.PPN: PPN: 1043504982Package identifier: Produktsigel: ZDB-1-EPB | ZDB-55-BME | ZDB-1-BMEN
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