Published ​On: February 12, 2018!

Expand Grow Thrive

Turn your Brand into a Global Brand

Brands are now far more than just about names, and the channels available to publicize them have increased out of all proportion. Consumers are also time-pressed and looking for mechanisms that short-cut their decision-making. Brands provide recognition, familiarity and personality.

Purchase your personalized first edition copy here.

Expand Grow Thrive is the first of its kind to finally tell the story of how brands expand through licensing.

The book not only shares wonderful examples of how our most loved brands such as Coca-Cola, the NFL and Star Wars make their way into our homes and into our lives, it also offers a powerful methodology for how to ensure they keep doing so. This book is perfect for anyone interested in knowing how brands expand and grow or simply wanting to know how the brand licensing industry works.

Jamie Stevens  //  EVP, Worldwide Consumer Products, Sony Pictures Entertainment.

Purchase a copy of “Expand Grow Thrive” in advance of release and receive these FREE -

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    Personalized by Pete.
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    Chapter 1 of the book emailed to you immediately.
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    Immediate access to LASSO Evaluation Questions and Scoring Kit.
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    Fast Track course - Lifetime Access.

Included - Fast Track course that teaches:

  • How brand expansion and extension can help your business grow.
  • How brand licensing works and why you should care.
  • What the top 10 pitfalls of brand licensing are and how to avoid them.

I highly recommend this book.

I’ve heard it said that when the student is ready, the teacher appears. Nothing could be more true upon a reading of Pete Canalichio’s “Expand Grow Thrive”. As a grass roots start-up brand Canalichio’s methodology of brand building fundamentals is likely not only a must read for the big-guy, houselhold brand names but an essential educational guide for the small-guys with big ideas. If you need to put some guard rails up on your road to licensing success I highly recommend this book.

Warren G. Tracy  //  Owner, The Busted Knuckle Garage.


“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 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.

What’s in the book - Do you want your questions answered?

Table of Contents

  • Prelude: Addressing the Expansion Riddle.
  • 1: Pinning their hopes.
  • 2: Choose to lead - How to succeed in the connective economy.
  • 3: Lateral - Beyond where they've been.
  • 4: Addictive - Growing to love.
  • 5: Storied - The power of heritage in a world of action.
  • 6: Scalable - Achieving your best size
  • 7: Own-able - How you expand and stay true to your DNA.
  • 8: Is your brand optimized?
  • 9: Making the Decision to License
  • 10: License to operate - the future of the licensed brand.
  • Epilogue

Not ready to buy? Download Chapter 1 for Free!


Watch Pete's TEDx Talk - “Achieve Your Dreams Through Visualization”

Pete Canalichio is an author, a brand expansion and licensing expert, expert witness and TEDx speaker. He founded Licensing Brands in 2009 after a distinguished career with Coca-Cola and Newell Rubbermaid. Before starting his business career Pete attended the U.S. Naval Academy where he earned a BS in physics. Pete went on to serve in the Navy as an award-winning aviator and instructor pilot, honing his leadership and decision-making skills as commander of a large multi-engine aircraft and 12-member crew during the height of Cold War tensions.

The information in Expand Grow Thrive is incredibly useful.

When I oversaw Coke’s brand licensing operations in the late 90s there was no external resource to explain how the industry worked or how we could use licensing to delight our consumers and grow our brands. This book finally unlocks the mystery and offers a powerful LASSO framework to guide brand owners and their licensees.

Tom McGuire  //  Founder and Managing Partner, Talent Growth Advisors and former Vice President, The Coca-Cola Company.

What others are saying about this book:

Must read and share this inspiring leadership book.

Pete’s sagacity and organizational leadership throughout these pages will not only engage and inspire leaders to a visionary level, but provide a host of pragmatic expansion and growth strategies to implement, to thrive and drive with, for years to come. Leaders committed to their own development as well as the success of their organizations must read and share this inspiring leadership book.

Peter Weedfald  //  SVP Sales & Marketing, Sharp Electronics and former Global EVP Sales & Marketing North America, Samsung Electronics.

Study it carefully if you want to succeed.

Pete Canalichio’s book provides a definitive framework which unlocks the riddle of profitable growth, brands, and licensing, with clear prescriptions and vivid examples. 

Jeff Lotman  //  CEO and Founder, Premier Brand Licensing Agency, Global Icons.

Are you looking for a way to better manage and grow your brands' equity?

Then you need to read Expand Grow Thrive! Its proprietary LASSO framework, provides fresh strategic insights for managing your brand equity through licensing globally.

Christine Cool  //  Licensing Manager, Perfetti Van Melle.

This book provides not only the lessons learned but the systems and approaches

In Expand Grow and Thrive, brand building professionals from the associate brand manager to the senior marketing executive will find valuable insights for building more dynamic and sustainable brand growth. Through many entertaining, real-world examples faced by brand developers around the world, this book provides not only the lessons learned but the systems and approaches to enable others to benefit from them in their own work. In the LASSO Method, the reader has a tool that serves as a powerful and proven structure for evaluating brand development choices whether you are a global brand or simply aspiring to become one.

Nat Milburn  //  Managing Director, Sionic Mobile Corporation and former Global Vice President, External Business Development, Newell Rubbermaid.

This is an excellent book chock full of practical advice and information for professionals...

...wanting to expand their knowledge of the brand licensing industry. “Expand Grow Thrive” provides a solid basis of brand licensing coupled with deep insights and real life “how to’ examples. Fun anecdotes as well made for an enjoyable read. I must say I found myself taking notes throughout the book to reference later.

Maura Regan  //  Executive Vice President, Licensing Industry Merchandisers' Association (LIMA) and former SVP and General Manager, International Media Business, Sesame Workshop

Note: Hard Copy of the book will be shipped to you after the launch on February 12th, 2018.


All this can be yours, right now, for $4​0! It's time to take action now and transform your business & your bottom line!

*​The publisher drives the price of the book.

Copyright 2017-2018, Pete Canalichio.