Brand Expansion Webinars
Session 1: The LASSO Model
In this webinar we will introduce the concept of brand universes and how to use the LASSO Model to determine whether your brand is under-expanded or optimized. In addition, we will help you:
1. Define your brand’s Expansion Point.
2. Determine what categories it can expand into.
3. Evaluate the four brand expansion methods.
Session 3: Brands in the Connective Economy
In this webinar, we discussed brands in the connective economy. For those of you who were able to make it this morning, I am so glad that I was able to share what I know in real-time with each of you. But for those who weren’t able to make it, thank you so much for finding us here on YouTube. I want to continue to inspire, educate, and empower you to achieve all that is possible, especially in these uncertain times.
see videoSession 4: Lateral Brand Expansion
In this webinar, we discussed how brands expand laterally (from category to category) and what is required for a brand to be able to do so. I also addressed how expanding a brand beyond its operating sector into wider life categories encourages customers to think of “their” brand in new ways. But for those who weren’t able to make it, thank you so much for finding us here on YouTube. I want to continue to inspire, educate, and empower you to achieve all that is possible, especially in these uncertain times.
see videoSession 5: Lateral Case Study
In this webinar we highlighted several brand expansion case studies including Better Homes & Gardens, Bulgari, Harley Davidson, Mickey Mouse and TCM. We approached these cases drawing on content from Expand, Grow, Thrive to address how these brands expanded beyond their operating sectors into wider life categories. But for those who weren’t able to make it, thank you so much for finding us here on YouTube. I want to continue to inspire, educate, and empower you to achieve all that is possible, especially in these uncertain times.
see videoSession 6: What Makes A Brand Addictive?
In this webinar I explored what makes a brand addictive and what being addictive can do for a brand. Again, we drew on content from my award-winning book, Expand, Grow, Thrive. But for those who weren’t able to make it, thank you so much for finding us here on YouTube. I want to continue to inspire, educate, and empower you to achieve all that is possible, especially in these uncertain times.
see videoThe power of stories – Brand Expansion Webinar Session 7
In this webinar, I examined the value of a brand’s ability to tell a compelling story–or stories–that people connect with. For those who weren’t able to attend, thank you so much for finding us here on YouTube. I want to continue to inspire, educate, and empower you to achieve all that is possible, especially in these uncertain times.
see videoSession 8: Achieving Critical Mass
In this webinar, I talked through scalability and how to achieve the critical mass necessary to reach critical presence. For those who weren’t able to attend, thank you so much for finding us here on YouTube. I want to continue to inspire, educate, and empower you to achieve all that is possible, especially in these uncertain times.
see videoSession 9: Transcending Commodity Status (Part 1)
In this webinar, I talked through own-ability, the final critical variable of the LASSO model. For those who weren’t able to attend, thank you so much for finding us here on YouTube. I want to continue to inspire, educate, and empower you to achieve all that is possible, especially in these uncertain times.
see video
Session 10: Transcending Commodity Status (Part 2)
In this webinar, I talked through own-ability, the final critical variable of the LASSO model. For those who weren’t able to attend, thank you so much for finding us here on YouTube. I want to continue to inspire, educate, and empower you to achieve all that is possible, especially in these uncertain times.
see videoSession 11: Measuring Your Brand’s Expansion Optimality
In this webinar, I talked through how to score your brand using the LASSO Model. For those who weren’t able to attend, thank you so much for finding us here on YouTube. I want to continue to inspire, educate, and empower you to achieve all that is possible, especially in these uncertain times.
see video
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